Love conquers hate, per the data, in latest Love Has No Labels ad

R/GA spot digs into online sentiment and discovers hate is just a fraction of the discourse

Published On
May 16, 2024

Editor's Pick

Hate is always amplified online, making it seem perhaps more pervasive than it actually is (though clearly it’s still a huge problem). Now, the Love Has No Labels campaign—the long-running effort from the Ad Council to create a more accepting world—puts some data behind the love-vs.-hate battle in a PSA that broke Thursday.

The 60-second spot tallies the online mentions of hate, then compares that to the mentions of love. In the end, it’s no contest—love is the overwhelming winner, offering a little bit of hope that love, kindness, allyship and support can overcome bias and hate.

“The world can often feel overwhelmingly full of division, hate and bias, but we hope our PSA reminds people of our shared humanity and reinforces the power we each have to create a more compassionate, empathetic and inclusive society,” said Heidi Arthur, the Ad Council’s chief campaign development officer. “We hope that the real stories in our PSA show that we all have the potential to drown out hate by choosing love at any given moment. Even small acts of love and inclusion can make a big impact.”

The spot will run in donated space and time provided by media, with pro bono support from Publicis Media to secure targeted placements.

“Through the lens of our shared humanity, this latest PSA has never been more important—with hate constantly filling our social feeds—something our diverse team is unfortunately all too familiar with,” said Tiffany Rolfe, R/GA’s global chairman and chief creative officer.

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Credits

Date
May 16, 2024
Client :
Ad Council
Agency :
R/GA
Global Chairman :
Tiffany Rolfe
Chief Creative Officer :
Tiffany Rolfe
Global ECD :
Ari Halper
Head of Creative Excellence :
Ari Halper
Group Creative Director :
JJ Lim
Group Executive Design Director :
Han Lin
Creative Director :
Rowan Mansfield
Creative Director :
Corey Thorn
Creative Director :
Peter Toutant
Creative Director :
Pawel Rokicki
Creative Director :
Flavio Montiel
Associate Creative Director :
Fabio Barros
Associate Creative Director :
Olivia Simone
Senior Creative :
Colin Hodges
Senior Creative :
Andrey Ter-Grigorian
Senior Designer :
Elizabeth Kenney
Strategy Director :
Jesse Sarfan
Associate Strategy Director :
Sunny Lee
Associate Strategist :
Jade Lutale
Analyst :
Katie Joyce
Account Director :
Katie Ikonomou
VP Executive Production Director :
Jeff Skutnik
Executive Producer :
Ozzy Uzcategui
Executive Production Director :
Shakil Uddin
Executive Production Director :
Erica Jensen
Executive Content Producer :
Leonardo Jesus
Senior Content Producer :
Pedro Coelho
Senior Content Producer :
Janaina Ortiz Kam
Senior Content Producer :
Luanda Farinha
Editor :
Livia Massei
Creative Director :
Felipe Mahalem
Animator :
Gustavo Tadini
Animator :
Francisco Beraldo
Animator :
Kenji Watanabe
Business Affairs :
Lynda Blaney-Smith
Business Affairs :
Jazmyn Carter
Partner :
CARTEL
Executive Producer :
Evyn Bruce
Producer :
Rocco Campanelli
Editor :
Nate Katz
Editor :
Tony Wang
Partner :
Transformer
Producer :
Emily Stave
Partner :
Machine
Executive Producer :
Matej Oreskovic
Senior Producer :
Andi Lewis
Senior Sound Designer & Composer :
Michalis Anthis
Partner :
House Post
Colorist :
Connor Bailey

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