All Lives Can’t Matter unless Black Lives Matter

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(All Lives Can’t Matter unless Black Lives Matter according to the Ad Council)

To support the ongoing fight for racial justice for the Black community, the Ad Council and R/GA have launched a new PSA from the iconic Love Has No Labels campaign to inspire all Americans to fight for racial equality in America. And it’s our Reel Ad of the Week for the truth it speaks about our lives.

Building on the campaign’s longstanding effort to address bias, the film holds a mirror to the simple acts of freedom often celebrated and taken for granted by non-Black Americans, revealing the stark contrast of those freedoms and the way Black people in this country endure systemic racism and injustice.

The Love Has No Labels campaign first launched nationally in 2015 with a video of skeletons dancing and embracing before coming out from behind an x-ray screen to reveal themselves as diverse couples, friends and families.

The original “Love Has No Labels” video became the first PSA to win an Emmy for Outstanding Commercial and received more than 169 million views making it the second most viewed social activism video of all time.

In 2016, it was followed by “We Are America” featuring WWE® Superstar John Cena celebrating the diversity of America on Independence Day. In 2017, Love Has No Labels put a twist on the kiss cam by turning it into a symbol for unbiased love with “Fans of Love.”

The campaign launched its first short film in 2018 with “Rising,” written by Lena Waithe (The Chi, Master of None) and directed by David Nutter (Game of Thrones), asking the question, “why does it take a disaster to bring us together?” In total, the campaign’s four videos have exceeded 380 million online views. 

This new PSA opens with idyllic images of America and traditional symbols of freedom – flags draped from windows, children watching fireworks – before highlighting specific moments of simple activities that have led to the harassment or murder of innocent Black lives.

Jogging in a neighborhood, birdwatching in a park, driving, or sleeping safely in one’s own bed. Juxtaposing these images, the PSA reminds viewers that before we celebrate the freedom most Americans have, we must fight for the freedom all Americans deserve, that Black lives matter.

The campaign ultimately encourages viewers to come together for racial justice, directing to lovehasnolabels.com for educational and actionable resources to help continue the work toward equality. Watch below:


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“The campaign’s message is very simple yet profound: we all have a role to play in dismantling systemic racism in this country,” said Lisa Sherman, president & CEO of the Ad Council. “It’s time for Americans to listen, learn and act. While we know these long-simmering problems are nothing new, we want to leverage this moment in time, a national reckoning with race, and inspire change.”

R/GA Strategist Aaron Harridge stated, “we did this because we are educated to believe that ‘freedom’ is afforded to all Americans. This isn’t true. We wanted to highlight the freedoms that the privileged masses take for granted. To truly achieve ‘freedom’ and take on the disproportionate systematic racism targeted at the Black community, we must ALL take action.”

Strategist Brandon Heard added, “For brands, companies, and people that choose to stand behind our message, know that activating allyship is a journey. This is just the beginning of what it looks like to turn privilege into power and to employ that power in an effort to advance the culture of diversity, equity, and inclusion.”


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The campaign directs to lovehasnolabels.com, where individuals can more deeply understand the underpinnings of racism and structural inequality today and what they can do to help end it.  This includes ways to get involved locally or with national racial justice organizations and better understand issues like the Black Lives Matter movement, privilege, police reform, and mass incarceration.

SOURCE: Ad Council

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