The Project
On Valentine’s Day of 2015, The Ad Council’s PSA campaign, Love Has No Labels, made its debut, with its “Skeletons” video. And the internet wept. Two years later,
the Ad Council asked us to help them create a digital experience that could shift their audience from inspiration to action — from believing that love has no labels to practicing it.
The Strategy
The ripple effect. Through our initial research, we realized that our audience, though they believed in the central theme of the Ad Council's Love Has No Labels campaign, they were intimidated by the thought of actually doing something about it. The concept behind our digital experience focused on the idea of the "ripple effect" — the idea that even the smallest actions can achieve great things.
Our site featured a collection of small, everyday actions people could take within the spaces they moved in — whether it was at school, at home, or at work.
We also featured stories from real people who experienced those little, everyday acts of love.
UX Designer: Katherine Olver a
Art Director: Mindy Wagner