Skeletons promote diversity in an uplifting campaign, “Love Has No Labels”

Promotional Video by the Ad Council

Today I just discovered the most inspiring, yet heartwarming promotional campaign by the AD council that delivers a very powerful message to the wider community locally and internationally. This remarkable three-minute video, “Love Has No Label” features a range of skeletal figures behind a X-ray screen embracing one another and the overall campaign tackles some of the biased assumptions regarding ‘sexual orientation, same-sex relationships, age, race and disability,’ as referenced by Amy Lewis from the Dailymail.1

Love-Has-No-Labels-by-Ad-Council

This is such a uplighting campaign that does raise some very significant concerns regarding our prejudices or preconceptions. According to Cameron Keady, “the skeleton is a symbolic reminder — simply put — we’re all human, despite our varying identities.”2 I agree with Keady’s comment, while we may have our differences or discrepancies, the X-ray screen becomes an expression of humanity, we are human inside and out.

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The skeleton is used to create a remarkable campaign in order to promote diversity that has captured the hearts of the audience as well as millions of viewers worldwide. Katie Richards from ADWeek explains that the campaign has accumulated “more than 11 million views, 50,000 likes and 100,000 shares.”3 This is quite an astonishing number that demonstrates the impact of social media and viral advertising. The campaign was installed in Santa Monica on Valentine’s Day and the video has established an ongoing debate amongst a range of non for profit organisations including the media and the online community.

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I’m fascinated with the intention behind the promotional video and the Ad Council have suggested that “we do 98 per cent of thinking in our subconscious mind.”5 This particular type of thinking may produce assumptions or biased opinions that may impact the way we communicate with others. Amy Lewis cites the Ad Council who suggest that “Many of us unintentionally make snap judgements about people based on what we see – whether it’s race, age, gender, religion, sexuality, or disability.”4

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Overall the skeleton has become a very powerful form of communication that successfully unites friends, families, partners, couples, parents and siblings in this delightful, yet captivating campaign. Skulls and skeletons don’t always have a scary or frightening connotation, they can be used to promote something quite positive or uplifting.

References

http://lovehasnolabels.com/

1.Amy Lewis, “Same sex couples, inter-racial love and pensioner passion: Moving video uses SKELETONS of people kissing behind an X-ray screen to challenge prejudice,” 5 March 2015, The Daily Mail Australia, 2014 (Accessed 7/3/15) http://goo.gl/jPwy6x
2.Cameron Keady, “Giant X-Ray Screen Erases Gender, Age, Race To Prove ‘We Are All Human,” 3 March 2015, The Huffington Post (Accessed 7/5/15) http://goo.gl/VhzJXg
3.Katie Richards, “Ad of the Day: This Beautiful Ad Council PSA Reminds Us We’re All Human Underneath,” March 3 2015, Ad Week, (Accessed 7/5/15) http://goo.gl/f2sgFK
4.The Ad Council, “The Truth About Bias and Prejudice,” 2015 (Accessed 7/5/14) http://lovehasnolabels.com/about-bias

5.Amy Lewis, “Same sex couples, inter-racial love and pensioner passion: Moving video uses SKELETONS of people kissing behind an X-ray screen to challenge prejudice,”


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