The Emmy-winning “Love Has No Labels” campaign for Ad Council has entered its next phase with a digital series that builds on the campaign’s recent short film, Rising. The new two-part documentary series is being released by Ad Council with Facebook and Great Big Story, expanding upon the theme “why does it take a disaster to bring us together?”
The Rising docuseries, produced by Courageous, Great Big Story’s branded content studio, showcases real people who have formed unexpectedly deep connections in the wake of tragedy. In this first episode, Munira and Sara, a Muslim woman and a Jewish woman, share how they overcame their bias in the wake of Hurricane Harvey and formed a long-lasting friendship that helped rebuild their community.
Hosted by storyteller and filmmaker Jay Shetty, the docuseries–directed by Michael Southworth–is being released across the Great Big Story, Love Has No Labels and Jay Shetty social pages, with a second story set to air in March 2019. Like the rest of this campaign, it was created in partnership with R/GA.
Credits
Client Ad Council/”Rising” Facebook Docuseries Ad Council Heidi Arthur, chief campaign development officer; Sheri Klein, VP, group campaign director; Jean Walters, campaign director; Allison Greenwald, assistant campaign manager; Julia Blumenstyk, director, strategy & evaluation; Ellyn Fisher, SVP, marketing & communications; Shirley Yeung, director, PR & social media; Laurie Keith, VP of media, social & emerging; Hannah Ross, director, digital ad products; Julia Kim, digital marketing manager. Content Development Developed by Facebook Creative Shop; created in partnership with R/GA. Creative/Production Courageous Studios (Great Big Story’s branded content studio) Michal Shapira, SVP, news content partnerships; Otto Bell, chief creative officer; Michael Southworth, director; Oona Hemmi, creative producer; Kate LaBrecque, activation lead; Owen Hamilton, DP. Postproduction Elaine Casap, editor; Matthew Chao, finishing editor; Sanja Blau, color. Graphics Evan Worsham, Kaine Asika Audio Heard City Evan Mangiamele, sound mix
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
