Ad Council and Amazon aim to inspire acts of love and create a more inclusive world in New Love Has No Labels campaign

“We’re proud to work with the Ad Council to give customers a voice in such a meaningful way through Alexa,” said Alan Moss, vice president of global advertising sales at Amazon. “At Amazon, we are committed to increasing diversity, equity, and inclusion, and we’re thrilled that Alexa shares the diverse perspectives of our customers. Love has no labels campaign resonates with our goals and the important work ahead. »

“We are honored to partner with Amazon and Alexa to redefine what love means by bringing diverse stories of inclusion directly into people’s homes. Our hope is that when audiences ask questions about love, they will hear voices that will inspire him to take action in their communities,” said the President and CEO of Ad Council Lisa Sherman. “This collaboration is entirely in line with the goal of Love Has No Labels: to flood the culture with messages of unbiased love across race, age, gender identity, religion, ability and background. sexual orientation.”

The campaign will also include a documentary-style film directed by Rodney Lucas, a winner brooklyn– documentary filmmaker based in the south of Chicago. The film delves deeper into the lives of the people featured in Alexa’s new response, and how acts of love have helped them and others feel more included. In one instance, when someone asks Alexa about love, they will hear the voice of Dianne, a community activist and wellness coach, who responds: “Love is when we create safe spaces for black women.” Other voices and stories include:

  • Applaud, software developer
    • “Love is showing patience and understanding when someone is learning a new language.”
  • Christopher, photographer, creative entrepreneur
    • “Love is when someone recognizes how I identify.”
  • igor, filmmaker
    • “Love is opening its doors to others without expecting anything in return.”
  • Jim, tour guide, anti-bullying advocate, ally
    • “We have to take care of each other, that’s how you show love. We have to show our love by being there for each other.”
  • rock, retired, ally
    • “Love is being there for someone without judgment.”
  • Rajee, product specialist, media disability activist
    • “Love is about helping people pursue their dreams, no matter what their abilities.”
  • Shujaa, student, organizer and activist
    • “Love is when true allies protect my voice.”

Watch the movie here:

the “Alexa, what is love?” The campaign will be promoted in Amazon audio ads, Amazon streaming TV ads, social media and digital formats nationwide. People can learn more about, which features the stories of the aforementioned people as well as inclusive actions anyone can take. When we act with love – by educating ourselves, taking meaningful action and supporting organizations that help communities that have been marginalized – we can fight prejudice, discrimination and hate.

the Love has no labels campaign launched for the first time on a national scale in 2015 with a video skeletons dancing and kissing before stepping out from behind an x-ray screen to reveal themselves as diverse couples, friends and families. The original”Love has no labelsThe video became the first public service announcement to win an Emmy for Outstanding Publicity and received over 169 million views, making it the second most viewed social activism video of all time. 2016, it was followed by “we are americafeaturing WWE® Superstar John Cena celebrating America’s diversity on Independence Day. In 2017, Love has no labels Put a twist on the kiss camera by turning it into a symbol of unbiased love with “Fans of Love.” The campaign launched its first short film in 2018 with “Rising“, written by Lena Waithe (The Chi, Master of None) and directed by David Nutter (Game of Thrones), asking the question, “why does it take a disaster to bring us together?” Most recently, in June 2020 Love has no labels took a clear stand against racial injustice with “fight for freedom“, revealing the stark contrast between the simple freedoms that many take for granted and the systemic racism that black people face every day in America. July 2020, the campaign launched “Fight the Virus. Fight the Bias.” to counter the hateful rhetoric the API community is experiencing amid COVID-19. In total, the campaign’s six videos have surpassed 397 million views online.

Since Love has no labels The initial campaign video launched in March 2015, there were over 19.2 million sessions in the United States on Since the campaign launched, significantly more adults agree they can create a more accepting and inclusive environment (61% in March 2015 to 75% in June 2021), according to a survey commissioned by the Ad Council and conducted by Ipsos, Public Affairs. To date, the campaign has received over $154 million in donated media.

To learn more, visit the Love has no labels website, post public service announcements on Youtube, join the social communities of the campaign on Facebook, Twitter and instagram.

Advertising advice
The Ad Council is where creativity and causes converge. The nonprofit organization brings together the most creative minds in advertising, media, technology and marketing to tackle many of the most important causes in the country. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let friends drive drunk. smoked bear. Love has no labels.

The Ad Council is a non-partisan and non-denominational organization, engaging a wide range of communities, including the faith community, to have a positive impact on society. The organization’s innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit, follow the Ad Council communities on Facebook and Twitter and display the creation on Youtube.

SOURCE The Advertising Council

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