The Ad Council To Launch Mobile Game Promoting Diversity At PAX West

Love Has No Labels, an Emmy-winning public service campaign courtesy of national nonprofit The Ad Council, is set to return to gaming convention PAX West, which kicks off tomorrow in Seattle.

Love Has No Labels — which seeks to promote inclusion with respect to race, religion, gender, sexual orientation, and age — has created a mobile geo-location game for PAX called The League of Extraordinary Humans. The game celebrates different figures in American culture who have fought for inclusion, including disabled gamer Mike ‘Brolylegs’ Begum, transgender advocate Jazz Jennings, long-distance swimmer Diana Nyad, LGBTQ gamer Anne Munition, and Marley Diaz — the 12-year-old founder of the resource guide #1000BlackGirlBooks.

During the convention, players can download the Artifact Technologies-produced game from the Apple and Android app stores, whereupon they will be tasked with collecting digital cards featuring the above figures at various partner booths, including Twitch, Rooster Teeth, and Xbox. Players must then unlock the cards — which were illustrated by comic book artists from diverse backgrounds — by completing different challenges. Select winners will take home a pin.

Love Has No Labels will also host a booth within the PAX Diversity Lounge, and host two panels — one on the importance of diversity in gaming, and another on the importance of creating safe spaces for players (which will be moderated by Twitch’s Erin ‘Aureylian’ Wayne). All of these efforts are part of the Council’s Game For Good program, which aims to bring public service messages to gamers.

“The League of Extraordinary Humans is just the first step in bringing our message of diversity to the gaming community,” said Ad Council president and CEO Lisa Sherman in a statement. “We hope that it will help all gamers recognize their role in making the world a more accepting place.”