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R/GA, Ad Council Spotlight What Makes Us Human in New PSA

R/GA, Ad Council Spotlight What Makes Us Human in New PSA

Love Has No Labels, an Emmy Award-winning campaign from the Ad Council, is launching a new creative suite, including public service advertisements (PSAs), that recenters a fundamental truth: what makes us different will never change what makes us human.

91% of Americans agree that a lack of respect and courtesy is a growing problem in the United States, and 84% believe that people used to treat one another with more respect than they do today. Against this backdrop, Love Has No Labels’ new creative “What Makes Us Human,” turns attention to authentic, real-world moments of connection. The new PSAs capture people celebrating, comforting, supporting and protecting one another without hesitation and despite perceived differences, encouraging everyone to practice intentional acts of kindness and respect.

“At a time when so many people are carrying a quiet sense of isolation, this campaign reminds us of a simple truth — we are innately connected as human beings, with a deeply-rooted instinct to connect with one another,” said Heidi Arthur, chief campaigns and programs officer at the Ad Council. “Those moments of connection haven’t disappeared; they live within each of us. And when we choose kindness, even in the smallest ways, we create meaningful connections rooted in our shared experiences and humanity.”

Developed pro bono by R/GA, the PSAs leverage found footage and are set to FACESOUL’s song “Love,” reinforcing through social proof that our propensity for human connection isn’t rare, it’s innate. These real, unstaged moments - often between individuals who have no prior relationship - quietly reaffirm our shared humanity. The work also incorporates Love Has No Labels’ iconic dashed square as a visual lens, framing these moments – a high five, a dance, a kind gesture – where a shared experience and shared humanity mattered more than any perceived differences.

"Love Has No Labels has always been about challenging the assumptions that separate us. With this film, we wanted to show that even in a divided world, there are still powerful, everyday moments where humanity rises above and we are reminded of what connects us" said Peter Toutant, creative director at R/GA.

The campaign continues Love Has No Labels’ more than decade-long mission to promote empathy and understanding for all Americans. The campaign will appear nationwide across donated advertising time and space from the media industry, while also reaching audiences through trusted messengers, media and data partnerships with TikTok, Datonics and iHeartMedia.

Since the campaign's launch in March 2015, its PSAs have exceeded 462 million online views and LoveHasNoLabels.com has had more than 36 million unique visitors.

Visit LoveHasNoLabels.com and join the campaign's social communities on Instagram, Facebook and Threads to learn more.

CREDITS

Ad Council

  • Heidi Arthur – Chief Campaigns and Programs Officer
  • Jenn Walters – VP, Group Campaign Director
  • Conor Toomey – Campaign Manager
  • Brandy Ocampo-Andrews – Assistant Campaign Manager
  • Ben Dorf – VP, Marketing & Communications
  • Vanja Pantic – Director, Marketing & Communications
  • Faith Schanck – Manager, Marketing & Communications
  • Lui de Armas – VP, Creators for Good
  • Kate Warrington – Senior Manager, Creators for Good
  • Rachelle Reeder – VP, Strategy & Evaluation
  • Catherine Castro – VP, Insights & Analytics
  • Jai Tedeschi – Senior Director, Digital Products
  • Andrea Mora – Senior Manager, Digital Products


R/GA 

Creative

  • Global Chairman and Chief Creative Officer: Tiffany Rolfe
  • Global ECD & Head of Creative Excellence: Ari Halper
  • Group Executive Design Director: Han Lin
  • Creative Director: Bridget Hildebrandt, Peter Toutant
  • Associate Creative Directors: Evan Vosburgh
  • Senior Creatives: Bruno Vespoli, Ren Hom, Carsyn McKenzie, Marissa Clifford


Applied Intelligence:

  • SVP, Global Managing Director: Christian Kugel
  • Manager, Marketing Science: Isabella Oliveira
  • Manager, Applied Intelligence: Sofia Vienny


Client Engagement

  • VP, Managing Director, Client Engagement: Jeff Skutnik
  • Group Director, Program Management: Sarah Phillips
  • Director, Business Leadership: Katie Ikonomou
  • Associate Director, Program Management: Ozzy Uzcategui
  • Supervisor, Client Engagement: Ameer Safadi
  • Coordinator, Client Engagement: Constanza Herrera

Copywriting: 

  • Global Head of Creative Excellence: Ari Halper
  • Creative Director: Peter Toutant
  • Senior Copywriters: Ren Hom

Strategy

  • SVP, Executive Strategy Director: Yael Cesarkas
  • Executive Strategy Director: Kaitlyn Frysztak
  • Strategy Directors: Alexis DeBrunner, Chassey Reyes, Jesse Sarfan
  • Associate Strategy Director: Sunny Lee 

Content Studio: 

  • Group Creative Director: Eli Mavros
  • Content Producers, Post Production: Pilar Sahagun
  • Business Affairs: Miriam Hughes, Ellen Kuratnik
  • Senior Content Producers, Post Production: Janaina Kam, Luanda Farinha
  • Senior Manager, Business Affairs: Jazmyn Carter 
  • VP, Head of Content Production: Jesse Brihn
  • Senior Video Editor: Joan Amorim
  • Video Editor: Hernán Armocida
  • Senior Motion Designer: Juan Manuel Valdes Piñeyro
  • Senior Animator: Isac Rodriguez
  • Vfx Supervisor: Guilherme Tollmeiner
  • Color grading: Junior Xis
  • Director, Post Production: Leonardo Jesus
  • Director, Content Production: Shakil Uddin
  • Executive Content Producers: Victoria Bennet, Tatiana Pinheiro

Visual Design: 

  • VP, Head of Brand Design, Americas: Augustus Cook
  • Creative Director: Bridget Hildebrandt
    Associate Creative Director: Evan Vosburgh
  • Senior Art Directors: Bruno Vespoli

Partners

Locomotive Content:

  • Founder & CEO: Dustin Pagliughi

Getty Images:

  • Senior Account Executive:  Sam Pagan

Audio

  • Audio mix: Roy Harter 
  • Voice Over: Sheila Morris
  • Song: “Love” by FACESOUL

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