Thursday, February 11, 2016
Love Has No Labels is the kind of social good campaign that I love to work on—it has exceptional creative, an uplifting message, and an engaged community of supporters. Last year on Valentine’s Day, with the help of R/GA, we filmed
Love Has No Labels and asked Americans to rethink bias in the name of love. To celebrate our one-year anniversary, we worked with Upworthy to create a video that celebrates some of our favorite moments for diversity since then.
Since the beginning, our goal has been to promote acceptance and appreciation of all communities regardless of race, religion, gender, sexuality, age, and ability by raising awareness for implicit bias—the kind of bias that people don’t even know they have. But I don’t think anyone could have expected the way that people would rally around this message and make it their own.
We built up our community in a few ways. We drove viewers to our
campaign website where they could learn about the issue, view Love Has No Labels stories, and take a
quiz that helps them identify and examine their own biases.
To date, there have been more than 2.7 million visits to lovehasnolabels.com. The original video has been viewed
160 million times—that makes it the second most viewed social good video of 2015, the second most viral video on Facebook, and one of the best performing Upworthy videos of all time; that’s great news for a campaign that aims to increase awareness around an issue. But some of our most powerful content wasn’t even created by us—it was shared by the members of our growing Love Has No Labels community.
The Faces of Love tool on our site helped people spread our message by sharing their own stories. With a few clicks, anyone can frame their own photo with the Love Has No Labels logo. We collected those photos along with other images that people shared on social and tagged with #lovehasnolabels, and housed them in our
social gallery. By aggregating all of that content in one place, the people in those photos became part of a greater conversation about what it means to embrace diversity and love without labels.
By making it easy for people to join a community that centers around an uplifting message, we were able to add over 1,000 unique, inspiring stories to our cause. That’s the beauty of user generated content (UGC): it allows consumers to adopt your message and speak on your behalf, reaching a greater number of people with a more authentic voice than any brand or organization could. The stories speak for themselves, so I’ve collected some of my favorites here.
If you told us your story, thank you for sharing the love. And if you haven’t already, Valentine’s Day is the perfect time to tell us about the unique love that you share with family, friends, or a significant other. Head over to the
Faces of Love tool, upload and share a photo, and join us in celebrating #lovehasnolabels.
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The 1 Year Anniversary of #LoveHasNoLabels: How UGC Helped Us Share the Love appeared first on
AdLibbing.org.