Case studies
The Ad Council and Love Has No Labels
Fighting bias against the Asian Pacific Islander community through public service announcements on Facebook
The coronavirus (COVID-19) pandemic triggered an increase in racial violence and hate speech against the Asian Pacific Islander (API) community. In response, the Ad Council's Love Has No Labels campaign launched a new effort, "Fight the Bias, Fight the Virus" to combat the rising bias, discrimination and harassment of the API community.
The public service announcement campaign aimed to build empathy by sharing personal stories from a diverse group of API individuals who have experienced racism and hate during the COVID-19 crisis. The mobile-first ads directed audiences to a microsite that aimed to raise awareness about the unfounded bias facing the API community in relation to COVID-19, educate the public about bias and discrimination, and mobilise people to take action in support of the API community.
The campaign leveraged the reach and video views objectives, and used interest and lookalike audiences to connect with people 18+ in the US. The interest audience included those with an affinity towards issues the Love Has No Labels campaign promotes – such as LGBTQ rights, racial justice, and social equality and change. They then created a lookalike audience based on these interests to reach even more relevant people.
The campaign reached 44M people in the US and generated 108M impressions, primarily on Facebook mobile feed. These ads drove over 10M video starts and 116,000 web sessions.
