The document discusses a campaign by the Ad Council, led by Tony Foleno, promoting the use of data to address real-world issues like bias and inclusion. The 'Love Has No Labels' initiative aims to combat discrimination through media, achieving significant engagement with over 164 million video views and substantial donated media value. The campaign's success is reflected in increasing awareness and positive shifts in attitudes over a short period.

1. ASUMMIT17 | @ORACLEDATACLOUD
TONY FOLENO
SVP, Strategy & Evaluation
Ad Council
@AdCouncil
The Data Difference:
Using Data to Solve Real
World Problems

2. Nonprofit &
Government
Sponsors
Agencies
Corporate
Partners
Media
Companies
• Creative
• Media
• Digital
• Social
• PR

3. Annual Donated Media
$1.6B

4. We have our work cut out for us
• Media fragmentation
• Message clutter
• Data overload
• The need for focus &
clarity
• Logic vs. emotion
Smart planning helps us navigate these waters

6. Love Has No Labels

7. Promote inclusion
& reduce bias
Goal Mission
Combat bias
with love
Flood culture with
diverse, surprising
images & stories
Strategy

8. • Target audience:
• “Armchair
supporters”

10. LoveHasNoLabels.com

11. • 164 Million
• video views
Community and activism
campaign of all time
2nd Most Viewed
2.6 Million
video shares
$42 Million
donated media

12. 58% à 64%
discussed
discrimination with
friends or family
61% à 69%
acknowledged they
can do more

13. An overwhelming response, mostly posiAve

16. • 31 million
• video views
• 61%
• awareness of the campaign
• Sustained growth
• in key attitudes & behaviors
ABer Just Two Months

17. Thank You
“Hate cannot drive out hate.
Only love can do that.”
Martin Luther King, Jr.