To coincide with Independence Day, the Ad Council, R/GA and an unprecedented group of brands launched “We Are America,” an extension of the iconic Love Has No Labels campaign, explaining that love for country is love for the people who make up this country. The new PSAs, featuring WWE Superstar John Cena, continue to further the campaign message of acceptance of all communities regardless of race, religion, gender, sexual orientation, age and ability. Love Has No Labels encourages audiences to recognize their implicit bias – biases that live in our subconscious – in order to promote inclusion. “We Are America” invites everyone to submit their photos to demonstrate the true diversity that makes up America. Upworthy, a 2015 campaign launch partner, shared “We Are America” on its social platforms and will be creating a series of videos launching in the coming months to help further the campaign message.
“I am proud to be part of the Ad Council’s Love Has No Labels campaign, ‘We Are America,’” Cena said. “This campaign sends an important message of acceptance that truly embodies the spirit of America.”
The new PSAs, created by R/GA, encourage people to define their love of country as love of all Americans. The long-form video and TV spot feature Cena walking through a diverse neighborhood while talking about how the real average American is likely different than the person viewers may imagine. By enumerating some of the many labels Americans proudly use to define themselves – Latino, disabled, lesbian, Muslim, senior citizen, African American and others – the video concludes that to love America is to love all Americans. An advisory board of nonprofit partners, including The Perception Institute, Southern Poverty Law Center and Anti-Defamation League, lent their expertise to ensure that the PSAs represented diverse perspectives and addressed the issue of implicit bias. In addition to the television and online videos, the integrated campaign includes out of home and print advertising, all of which are running entirely in time and space donated by the media.
“At a time when it feels hard for our country to find common ground, we need to remind audiences that to celebrate America is to celebrate all Americans. We’re so proud to continue the Love Has No Labels message as part of the July 4th holiday and throughout the year,” said Lisa Sherman, president and CEO of the Ad Council. “‘We Are America’ illuminates what we already know – that Americans today cover the full spectrum of age, sexuality, ability, race and religion. And this message is just as important now as ever.”
"It's a privilege for us to continue working with the Ad Council. Like last year, the power of the campaign came from its honesty. To celebrate the real America is to celebrate the real people that make up this country," said Nick Law, Vice Chairman, Global CCO, R/GA. “As someone who moved to the U.S. 22 years ago, I've benefited from the openness and generosity of this country. And it's this inclusive spirit that now makes me proud."
The fully integrated campaign also includes support from key partners including Facebook, Twitter, Buzzfeed and WWE. In addition to Cena’s participation, WWE will also utilize its global platforms including WWE Network, television broadcasts, live events, and digital and social media to support the campaign.
To learn more, visit Love Has No Labels’ website and join the campaign’s social communities on Facebook, Twitter and Instagram.