Promoting equality and acceptance for all.
Through the Love Has No Labels initiative, The Ad Council strives to promote inclusion and combat bias by challenging assumptions about race, gender, sexual orientation, and other identity factors. As Campaign Director, Josh Weaver led the American Dreams campaign, a $5MM national initiative focused on LGBTQ+ anti-discrimination across 28 states. Their leadership ensured impactful messaging on housing, safety, and employment issues, helping foster understanding and advocate for equality nationwide.
The American Dreams campaign by Love Has No Labels revitalizes the concept of the American Dream to address LGBTQ+ discrimination. Targeting 84 million "Selective Equality Believers," it showcases shared aspirations for liberty, safety, and opportunity alongside the realities faced by LGBTQ+ individuals. Through compelling storytelling across multiple media channels, it aims to foster empathy and understanding, ultimately bridging divides and inspiring action against discrimination.
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Campaign Director
Josh leads the "American Dreams" campaign, a $5MM+ national initiative at the Ad Council, the leading non-profit organization dedicated to public service campaigns in the U.S. Focused on addressing LGBTQ+ discrimination in 28 states where protections have been voided, they collaborate with top agencies and media partners to produce compelling PSAs on critical issues like housing, safety, and employment.
Using empathy in marketing to drive increased familiarity and understanding.
+33% ad recall lift
The American Dreams campaign, a part of Love Has No Labels, achieved a remarkable recall rate, with 1/3 of the general population recalling the PSA in the first month. Led by Josh, the campaign leverages empathy-driven storytelling to raise awareness of LGBTQ+ discrimination, garnering over 58 million video views to date.
Spearheaded the strategic planning and execution of a $5MM+ national LGBTQ+ anti-discrimination campaign, "American Dreams," under the Love Has No Labels initiative, targeting 28 states with voided LGBTQ+ protections.
- Lead a cross-functional team in developing three PSAs on housing, safety, and employment issues, delivering impactful messaging across TV, digital, and social media platforms.
- Collaborate with R/GA on campaign production, attending shoots, and providing feedback to align creative direction with campaign goals.
- Liaise with senior executives and creative directors to align the campaign with broader organizational goals and vision.
- Monitor campaign performance metrics and apply data-driven insights to optimize reach, engagement, and overall impact.
Our Strategic Approach
In today’s climate, the media has often portrayed LGBTQ+ acceptance as a polarizing issue, creating a public battleground that positions it as a societal threat. This portrayal fuels division and detracts from meaningful conversations that foster understanding and acceptance. Our strategic approach aims to challenge this narrative by bridging the gap between communities and fostering empathy.
Context
Audience Problem
Insight
Brand Role
Three Issues. Three American Values.
Despite America’s enduring promise of freedom and opportunity for all, LGBTQ+ individuals continue to encounter formidable barriers that prevent them from fully realizing these ideals. These challenges are not abstract but deeply embedded in the structures of everyday life.
Housing
In housing, for instance, laws in more than half of U.S. states still allow landlords to deny LGBTQ+ individuals a place to live simply because of their sexual orientation or gender identity.
You could legally be denied housing in over 50% of U.S. states if you’re LGBTQ.
- Movement Advancement Project, 2024
Safety
The notion of safety, a fundamental human right, is compromised for LGBTQ+ individuals, who are nearly four times more likely to experience violent crime than their non-LGBTQ+ counterparts.
LGBTQ+ people are nearly four times more likely to be victims of violent crimes.
- Williams Institute, 2020
Employment
In the professional world, discrimination persists at alarming rates, with 50% of LGBTQ+ workers facing harassment, wrongful termination, or being passed over for promotions due to their identity.
Half of LGBTQ+ people have faced harassment, firings, or denied promotions because of who they are.
- Center for American Progress, 2023
Shining a national spotlight on LGBTQ+ challenges and allyship.
Amplifying LGBTQ+ voices through national media coverage of the "American Dreams" campaign.
The Love Has No Labels “American Dreams" campaign has garnered significant national attention, highlighting the nuanced challenges faced by the LGBTQ+ community. Major outlets like ABC News, Good Morning America, Adweek, and GLAAD have featured thoughtful coverage that delves into the complexities of discrimination and the importance of allyship.
Select Press Pickup
