The slogan including race, age and so

The initial campaign video was
released on the Upworthy’s Facebook channel with the message of ‘we are all
human.’. In addition to uploading the video on the social media, the website
also gave people the opportunity to get information in detail and share their
stories on people’s own social media. Firstly, they presented a test created by
Harvard University to evaluate their own biases and point out a subtle example
of discrimination. A visitor could get educated themselves more about bias
through the quiz. Secondly, they created the social gallery called ‘Faces of
Love’ page. This is a social tool on the website to create a image with the campaign
message by uploading visitor’s own picture and put one of the labels in the end
of the slogan including race, age and so on. (Awards, 2017) To maintain the
awareness and attention to the message, there was an extension of the campaign,
called “#WeAreAmerica” in 2016 to continue to discuss what it means to be
American and to be patriotic. (Newberger, 2017)


Figure 2. The test to evaluate the level of

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3.3 Objective of
Change Behaviours

The aim of a social marketing
campaign is to change people’s behaviour in a positive way. (Andreasen,
As we discussed above, the main problem was unconscious biases or
discrimination about people. The driver of habituated behaviour can be described
into two parts, knowledge deficit and unhealthy attitude. The campaign was
mainly concerned with raising public awareness about unconscious biases which
people do not even notice and prevent bullying or discrimination about people. In
this campaign, the mix of attitudinal and educational campaign types are used
to change behaviour of the target audience and the type of change could be
different for each audience. In addition to it, the five behaviours are
provided including acceptance, support, respect, love and unity as the
objective of the campaign, according to the interview with Lisa Sherman,
President and CEO of the Ad Council. This change of behaviour, eliminating that
bias, 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 to
Change Behaviour


4. Campaign Analysis

4.31 Campaign Goal,
Objective and Target Audience

main goal of the campaign was “Rethinking
the unconscious biases about people” covering racism, discrimination and
homosexual love. The campaign is implemented with a simple message about
rethinking the biases that people did not even know they had. Also, campaign aimed
to the increase awareness about unconscious biases through the campaign and
they 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 that
individual behaviour can create positive change in society by celebrating
diversity. (Pandora For Brands, 2016) Jennifer
Walters, campaign director for the Ad Council, also said “If we all work to build empathy and understanding for others, we can
each contribute to a more accepting world and be part of the solution”. (Wells Fargo Stories,
The key target audience was Millennials (Shayon, 2015) aged between 20 and
36 in the year of 2017.  (Pew Research Center, 2016) They are considered
to tech-savvy as they are more familiar with the online interaction than
face-to-face interaction. (Agrawal, 2017)


2. Campaign Goal,
Objectives and Target Audience


Figure 3. The Image of Key Slogan and Messages
of The Campaign



Marketing Communication Strategy

Firstly, Ad Council used programmatic and AI (Artificial Intelligence)
to use data and serve campaign to increase the targeting and executing the campaign
at the right time. The Ad Council well understood the uniqueness of social
marketing so in-depth research has been conducted even by using technology. In
the interview with Laurie Keith, Director of National Media Accounts at the Ad
Council, he said that “the power of
programmatic technology is really fascinating for a company like ours, where
the calls to action in out ads are not to buy a product, but instead are
behaviour change.”.  (Jabbar, 2015)


In addition to it, the Ad Council
showed that how technology can be used to empower their campaign for social
good. The main platforms which Ad Council used are YouTube, Facebook and their
own website. As the target audience is Millennials, they mainly focused on
social media and also used the cross-channel strategy to promote the campaign.
Firstly, the campaign used offline channel while filming the video outdoor with
the event. Secondly, the social media is used as the most essential element of
the campaign. They uploaded video on YouTube on the first step, and shared it
through Upworthy’s Facebook page. It increased the engagement including shares,
comments, reposts and likes, and it reached 40 million views in just two days
as a result. (The shorty Awards, 2017) They also used the
hashtag #LoveHasNoLables to be associated with the campaign by showing the
agreement of the key message, and this made the campaign more viral.