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Library/Campaign/Love Has No Labels
Grade B29 sourcesHIS-00273

Love Has No Labels

Campaign · 2015 · Notable

52Editable slideCertificate

Ad Council reported 160 million views for its dancing-skeletons film.

Campaign graphic with two skeletons and a framed photograph of clasped hands.
Ad Council / R/GA
NY celebrates Supreme Court ruling
CBS News
Emmys
Ad Council
Love Has No Labels Debuts New PSA Inspiring Connection in a Time When Americans Say it is Needed Most
Ad Council
A collage of Smokey Bear, a man with his arm around another man, a black and white image of a woman holding a Red Cross flag, and two people embracing in a hug
Ad Council

Spread Score

How it works
Reach61Contagion30Breadth80Velocity65Longevity1452

Numbers

Earned media impressions, six-month award report
1.5B
Self-reported · Ad Council campaign team via Advertising Research Foundation
Seed to peak
3 days
Mar 2 ’15 to Mar 5 ’15
Platforms
6
Started on Facebook
Origin
Stunt
Politics & civic

Mechanics

  • Real-world spectaclePrimary
  • Platform jump
  • Press loop
  • Controversy
  • Shareable output

How it spread

Trace the origin

Upworthy debuted the filmed installation on Facebook. Ad Council posted it on YouTube, where an unaffiliated reaction followed. Press covered its growth; a photo tool let viewers contribute. The original became the first PSA to win the commercial Emmy.

Google searchesSep ’14Mar ’15AprJulMar ’16AugApr ’18Jul ’20Oct ’22Aug ’24Nov ’25Sep ’26PeakFacebookOpen webPressYouTubeTVRetail
FacebookOpen webPressYouTubeTVRetail

13 more events on this chart

Join free to see them

Timeline (16)

  1. February 2015

    Ad Council precursor · Feb 12 ’15

    Ad Council announced the campaign and asked partner brands to replace their profile pictures.[1]

    Open the first post ↗

  2. Ad Council and R/GA precursor · Feb 14 ’15

    Ad Council and R/GA filmed couples and friends behind a simulated x-ray screen in Santa Monica.[1][2]

  3. March 2015

    Upworthy seed · Mar 2 ’15

    Upworthy debuted the edited film on its Facebook page.[3][4][28]

Changelogupdated Oct 13 ’26
  1. 2026-10-13Added 1 number · Revised 1 number · Revised 1 series
  2. 2026-10-12Added: 16 events, 26 sources · Score 62
Origin
Stunt
Sector
Politics & civic
Region
US
Earned media impressions, six-month award report
1.5B
Self-reported · Ad Council campaign team via Advertising Research Foundation
Evidence
Grade B

Spread the same way

Hyundai: A Message to Space

YouTube · 2015

56
Hyundai : A Message to Space

70M views

(di)vision tablecloth dress

X · 2023

52
how they closed the (di)vision fw23 rtw show at copenhagen fashion week

5M views

Netflix: Alcaraz Signs

TV · 2024

50
Who/what/where/when? “N” 🖊️ @carlosalcaraz @BNPPARIBASOPEN

1.2B impressions

Billie's Scratch-and-Sniff Armpits

Instagram · 2025

49
Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"

1.75B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesSep ’14Mar ’15AprJulMar ’16AugApr ’18Jul ’20Oct ’22Aug ’24Nov ’25Sep ’26PeakFacebookOpen webPressYouTubeTVRetail
FacebookOpen webPressYouTubeTVRetail

13 more events on this chart

Join free to see them

  1. February 2015

    Ad Council precursor · Feb 12 ’15

    Ad Council announced the campaign and asked partner brands to replace their profile pictures.[1]

    Open the first post ↗

  2. Ad Council and R/GA precursor · Feb 14 ’15

    Ad Council and R/GA filmed couples and friends behind a simulated x-ray screen in Santa Monica.[1][2]

  3. March 2015

    Upworthy seed · Mar 2 ’15

    Upworthy debuted the edited film on its Facebook page.[3][4][28]

  1. press · Mar 3 ’15

  2. backlash · Mar 4 ’15

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

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