Project Description

The most successful PSA campaign ever.

OVERVIEW:

Cannes Lions, Emmy, Mashies, Facebook Studio Awards, Clios — these are just a few of the accolades the Love Has No Labels campaign has received since the launch in February 2015. We’re proud to have worked with the Ad Council and R/GA on this award-winning effort to promote diversity and inclusion. The PSA has 228 million views and counting!

DELIVERABLES:

HelpGood led the social media strategy and kept the Love Has No Labels community engaged through multiple campaign pushes from launch in 2015 to 2017. Our social content carried on the message of the PSA, challenging the community to rethink bias and embrace diversity.

  • Social media management
  • Digital creative assets
  • Social activations
  • Influencer marketing

Impact Area

Diversity and Inclusion

We Helped With

Digital Strategy
Web Design
Social Media

Slide Slide Love Has No Labels Slide Love Has No Labels
Love Has No Labels
At the height of the campaign in 2015, the hashtag #LoveHasNoLabels reached millions of people every day.
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Video views
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Social footprint
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Weekly organic reach

RESULTS:

Within 24 hours after the video debuted on Upworthy’s Facebook page, it was viewed 11 million times and has become the one of the most successful PSA campaigns in history and the best-performing video on Upworthy to date.

The launch video, which attracted 40 million views in just two days, would go on to reach more than 162 million combined views and 2.6 million shares across social media, and was liked 1.8 million times (according to Visible Measures). A viral sensation, it became the fastest-spreading campaign, and the second most-viewed and -shared PSA in history, after three weeks.