Love Has No Labels
Budget: $100,000 • Role: Digital Product Manager
How do you educate a community about something they cannot see? For many years, our Love Has No Labels campaign has pushed individuals to learn about their implicit biases, which are unintentional assumptions we make towards many identity labels like race, religion, age, gender, sexual orientation, or ability.
When Love Has No Labels originally launched, our website was a simple landing page that was created quickly in the wake of our unexpectedly viral Skeletons campaign. The site mainly focused on education around implicit biases, as well as driving users to share the campaign online.
As the campaign shifted from education to action, we knew we had to reimagine our site to give users the tools they needed to fight implicit bias in their every day lives.
The Action Navigator
For many individuals, fighting implicit biases can seem like an enormous task – how do you combat something that you’re not even totally aware you’re doing? In our ideation sessions, we discussed that we wanted to do something that was the opposite of microagressions – microactions, which could in turn impact an individual’s every day interactions with the world around them.
Our first iteration of this tool was a web. When a user clicked on a place, they’d be shown different actions they could take in that space. Subsequently, the tool shifted and moved according to the location selected, attempting to display to the user the impact one action could have in other similar spaces. Users could also toggle between roles in a specific place (i.e. 'teacher' or 'student' for school).
Unfortunately, this web consistently came back with the same feedback from our clients and non-profit partners – it was convoluted. It was complicated. And, from an accessibility standpoint, it was visually overwhelming, and gave users an unnecessary amount of options and information.
We went back to the drawing board and researched several different ways we could simplify the tool. We determined a dropdown could be a simple, effective way to organize actions a user could take based on different spaces. This provided a simple way for our users to access and navigate our content. You can check out the finalized action navigator here.
Another major issue we had to tackle was our quiz, which was a great source of SEO traffic for users searching for quizzes that would help them determine if they were racist/sexist/etc., but an ultimately bad experience for users who took it.
The quiz was branded to users as a tool that would help them determine if they were biased, but provided absolutely zero advice for users who realized they had done something that was biased. We had users calling and emailing our offices, insisting they were not racist and that our quiz was wrong. Obviously, we needed to fix this tool in order to provide a more helpful educational tool.
Re-branded as ‘Questions to Self-Reflect,’ our “quiz” became a resource where users could, without judgment, experiment and learn more about their implicit biases. There was no presumption of a right or wrong answer, and simply allowed users to explore the questions and explanations freely. We also created a complementary tool for users called ‘Questions to Connect,’ which provided them with conversation starters they could use to connect with people in their every day lives.
So, how do you convince users that their small actions can have a big impact? For us, one of the clearest ways we could show that was through every day stories. We determined that we wanted to feature real stories from real people from our six discriminated classes who had experienced a small but life changing moment of inclusion.
Although we were able to source a few of our stories from existing contacts we had, we had to hustle to find the remaining stories that fit within our criteria (we wanted to feature each space from our action navigator and each discriminated class in at least on of our eight stories).
We found our remaining stories through the power of search engines and social media. We found Lexie and Ruqayyah through Twitter, Peter through a Medium post, Chris through his Twitch channel, and Arlene at a booth during NYC’s LGBT Pride Parade.
I interviewed the majority of these individuals personally. Collaborating with our copywriter, I was able to summarize their experiences from our conversations so that we could craft the stories that exist on our site today.
This new site has so many incredible resources beyond those listed above, including a comprehensive glossary, resources for teachers, college students, and parents, a LHNL filter for individuals who want to share our brand and message on their social channels, and much more.