WWE®, part of TKO Group Holdings, and the Ad Council’s award-winning “Love Has No Labels” campaign announced an expansion of their partnership. As part of this broader partnership, “Love Has No Labels” will be WWE’s first official heritage month partner, developing new work through the iconic campaign to promote the acceptance and inclusion of all people across race, religion, gender identity, sexual orientation, age and disability.
To launch the expanded partnership, WWE will release an exclusive merchandise collection with unique designs highlighting various heritage months including Black History, Women’s History, Asian American Pacific Islander Heritage, Pride, Hispanic Heritage and Native American Heritage. For each t-shirt sold, a portion of proceeds will go to the Ad Council in support of the “Love Has No Labels” campaign.
Additionally, WWE and “Love Has No Labels” will debut a Heritage Month Public Service Announcement (PSA) featuring historical activists across communities who have helped to drive social change including Martin Luther King Jr., Maya Angelou, Billie Jean King, Ruth Bader Ginsburg, Cesar Chavez, Roberto Clemente and Harvey Milk. Additionally, the new PSA features WWE Superstars Bianca Belair, Becky Lynch, Damian Priest, Sonya Deville and Cody Rhodes. The spot will air throughout the year across WWE programming and social media, as well as on the Ad Council’s channels and network of media partners.
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Since the “Love Has No Labels” campaign launched in March 2015, the campaign’s PSAs have been viewed more than 430 million times, driving more than 33 million web visits to lovehasnolabels.com, which provides meaningful actions for the public can take to create a more inclusive society for communities who face bias, hate and discrimination. The effort has won numerous accolades including an Emmy Award for Outstanding Commercial. Significantly more adults who have been exposed to the campaign have said they have taken at least one action that related to preventing discrimination or prejudice (88% ad aware vs 62% non ad aware), according to a survey commissioned by the Ad Council and conducted by Ipsos, Public Affairs. To date, the campaign has received more than $216 million in donated media.
WWE has been a longtime supporter of the Ad Council, collaborating on the “Love Has No Labels” PSA “We Are America” featuring WWE Superstar John Cena, which achieved 48.8 million video views, and by participating in the nonprofit’s Fatherhood Involvement, COVID-19 and other impactful campaigns. WWE continues to support various Ad Council initiatives including upcoming mental health activations.
