R/GA New York
Fri, 24 Jun 2022 07:02:11 GMT
Premiering today at the Cannes Lions International Festival of Creativity, the Ad Council and R/GA launched a series of powerful new films from the iconic Love Has No Labels campaign using real stories to showcase how acts of love can drive inclusion, equity and justice. Building on the campaign’s longstanding effort to address bias, hate, and discrimination, the “Love Lives On” films show how individuals acted with love following instances of hate and injustice, including the murder of George Floyd, alarming rise in violence and harassment toward the Asian American and Pacific Islander (AAPI) community and the deadly 2016 shooting at Orlando’s Pulse Nightclub.
At a time when over half (55%) of adults say race relations in the US are bad1 and Americans are looking for ways to act in meaningful ways, the new campaign has an opportunity to further spur movements that help build a more inclusive society and support communities who experience discrimination. Paying tribute to these powerful true stories and the ongoing work toward equity, “Love Lives On” aims to inspire and empower the public to take meaningful action that creates a more accepting and inclusive society across race, age, gender identity, sexual orientation, religion and disability.
“In the face of hate and tragedy, it is love that leads to inspired actions that live on, driving the biggest changes in our society. As Bridgett, Maddy and Barbara show us in their stories, we all have the power to make a difference when we choose to act. We’re so honored that that they trusted us to share their experiences – together, we will empower the public to take meaningful actions that create a more accepting and inclusive world,” said Lisa Sherman, President and CEO of the Ad Council.
Created pro bono by R/GA, the four films were developed in close collaboration with the individuals who lived these stories. The films prove that love lives on when you respond to acts of hate, bias and discrimination with intentional acts of love that support communities and create a more inclusive, just, and equitable society. Including one short film directed by Andre Muir, three short-form PSAs directed by Justin Polk and photography from Myesha Evon Gardner, the “Love Lives On” collection features the stories of Bridgett Floyd, Maddy Park and Barbara Pomoa.
“This new campaign is just part of a fantastic, long-standing creative partnership we've had with the Ad Council to continuously highlight and bring awareness to issues plaguing our society today. From George Floyd to the Pulse Nightclub shooting, we are proud to have developed four heart-wrenching films that not only highlight the history and impact of those events, but was also created by those that identify within the BIPOC, LGBTQIA+, and AAPI communities to ensure that authenticity lies at the forefront throughout this campaign. After the last 8 successful years of Love Has No Labels, we're also incredibly honored to know that these new PSAs have been crafted out of our ever-evolving mission to address bias, hate, and discrimination. We’re also so proud that Bridgett Floyd’s story will launch on streaming platform Hulu, ensuring that all audiences, regardless of whether they identify with the affected communities or not, will be reached with our impactful message,” said Shannon Washington, SVP Head of Creative, R/GA.
“My brother George’s tragic and completely unnecessary death helped shine a worldwide spotlight on the need to address the root causes of racial inequity and end the systemic violence affecting Black Americans through education and the numerous changes needed in the way law enforcement interacts with our communities. Through the George Floyd Memorial Foundation, we will continue his mission to bring love to the world and ensure that we help those who need it most,” said Bridgett Floyd, president and CEO of the George Floyd Memorial Foundation.
“Being the very target of the rising Asian hate crimes pushed me to take action for people like me. Every time I saw a headline about someone being attacked for being Asian, I felt a very visceral fear that it could've been me. Or my parents, or grandparents. Apart from providing physical safety for the vulnerable population, I hope this sends out a message of hope in humanity,” said Maddy Park, founder of Cafe Maddy Cab.
“My heart hurts over the senseless acts of hate and violence we continue to experience and endure, and for all those affected by these tragedies. It’s important – now more than ever – to show strength and resilience, and to learn from what happened at Pulse to ensure a better future. These films highlight the resolve in the work we do for the Pulse community, the Orlando community, and for the LGBTQ+ community – and that love will always win over hate,” said Barbara Poma, founder of onePULSE Foundation.view more - Creative
Categories: Awareness, Corporate, Social and PSAsR/GA New York, Fri, 24 Jun 2022 07:02:11 GMT