To love America is to love all Americans.

Our solution was to shift the attention from a divisive conversation to an inclusive conversation about patriotism. On Independence Day 2016, we launched “We Are America,” rallying Americans to unite around love of countrymen, not just love of country.

“We Are America” encouraged Americans to identify the biases that divide us, and help normalize the imagery of all Americans, by representing their own race, religion, gender, sexuality, disability, and age. We named the campaign as a rallying cry for people to join, and built the tools for them to participate.

‘We Are America’ features authentic minority groups engaging in acts of patriotism, challenging viewers’ perceptions of a ‘normal’ American. Shot by renowned photographer Mark Seliger, the executions ran in print and OOH nationwide in the United States. The endline was a rallying cry for people to join and add their image socially, proving the true diversity of America.

Since We Are America launched in July 2016, net PSA awareness has risen from 46% to 53%. Awareness of the We Are America campaign stands at 30% as of March. And Love Has No Labels brand awareness rose from 19% to 23%.

People resonated with the message behind #WeAreAmerica, mainly speaking out against the presence of bias in America. 88% of #WeAreAmerica usage was retweets, suggesting that people agreed with the message and felt compelled to share it rather than talk about it. The #WeAreAmerica hashtag was used 33.6k times.