The slogan including race, age and so
The initial campaign video wasreleased on the Upworthy’s Facebook channel with the message of ‘we are allhuman.’. In addition to uploading the video on the social media, the websitealso gave people the opportunity to get information in detail and share theirstories on people’s own social media. Firstly, they presented a test created byHarvard University to evaluate their own biases and point out a subtle exampleof discrimination. A visitor could get educated themselves more about biasthrough the quiz.
Secondly, they created the social gallery called ‘Faces ofLove’ page. This is a social tool on the website to create a image with the campaignmessage by uploading visitor’s own picture and put one of the labels in the endof the slogan including race, age and so on. (Awards, 2017) To maintain theawareness and attention to the message, there was an extension of the campaign,called “#WeAreAmerica” in 2016 to continue to discuss what it means to beAmerican and to be patriotic. (Newberger, 2017) Figure 2. The test to evaluate the level ofbiasesSource: http://lovehasnolabels.com/ 3.3 Objective ofChange Behaviours The aim of a social marketingcampaign is to change people’s behaviour in a positive way.
(Andreasen, 2002)As we discussed above, the main problem was unconscious biases ordiscrimination about people. The driver of habituated behaviour can be describedinto two parts, knowledge deficit and unhealthy attitude. The campaign wasmainly concerned with raising public awareness about unconscious biases whichpeople do not even notice and prevent bullying or discrimination about people. Inthis campaign, the mix of attitudinal and educational campaign types are usedto change behaviour of the target audience and the type of change could bedifferent for each audience. In addition to it, the five behaviours areprovided including acceptance, support, respect, love and unity as theobjective of the campaign, according to the interview with Lisa Sherman,President and CEO of the Ad Council. This change of behaviour, eliminating thatbias, is able to influence the huge impact on society, including job security,loan qualifications, housing options, or even due process under the law. (Wells Fargo Stories, 2017) Table 1. Objectives and Campaign Type toChange Behaviour 4.
Campaign Analysis 4.31 Campaign Goal,Objective and Target AudienceThemain goal of the campaign was “Rethinkingthe unconscious biases about people” covering racism, discrimination andhomosexual love. The campaign is implemented with a simple message aboutrethinking the biases that people did not even know they had. Also, campaign aimedto the increase awareness about unconscious biases through the campaign andthey promoted social acceptance and appreciation of that everyone is treated equally,irrespective of race, religion, gender, sexuality, age and ability. (The Shorty Awards , 2017) The campaign’s belief objective was thatindividual behaviour can create positive change in society by celebratingdiversity.
(Pandora For Brands, 2016) JenniferWalters, campaign director for the Ad Council, also said “If we all work to build empathy and understanding for others, we caneach contribute to a more accepting world and be part of the solution”. (Wells Fargo Stories, 2017)The key target audience was Millennials (Shayon, 2015) aged between 20 and36 in the year of 2017. (Pew Research Center, 2016) They are consideredto tech-savvy as they are more familiar with the online interaction thanface-to-face interaction. (Agrawal, 2017) Table2. Campaign Goal,Objectives and Target Audience Figure 3. The Image of Key Slogan and Messagesof The Campaign Source: http://lovehasnolabels.com/ 4.
2Marketing Communication Strategy Firstly, Ad Council used programmatic and AI (Artificial Intelligence)to use data and serve campaign to increase the targeting and executing the campaignat the right time. The Ad Council well understood the uniqueness of socialmarketing so in-depth research has been conducted even by using technology. Inthe interview with Laurie Keith, Director of National Media Accounts at the AdCouncil, he said that “the power ofprogrammatic technology is really fascinating for a company like ours, wherethe calls to action in out ads are not to buy a product, but instead arebehaviour change.
“. (Jabbar, 2015) In addition to it, the Ad Councilshowed that how technology can be used to empower their campaign for socialgood. The main platforms which Ad Council used are YouTube, Facebook and theirown website. As the target audience is Millennials, they mainly focused onsocial media and also used the cross-channel strategy to promote the campaign.
Firstly, the campaign used offline channel while filming the video outdoor withthe event. Secondly, the social media is used as the most essential element ofthe campaign. They uploaded video on YouTube on the first step, and shared itthrough Upworthy’s Facebook page. It increased the engagement including shares,comments, reposts and likes, and it reached 40 million views in just two daysas a result. (The shorty Awards, 2017) They also used thehashtag #LoveHasNoLables to be associated with the campaign by showing theagreement of the key message, and this made the campaign more viral.