The launch of Univision's new 24-hour novela network was truly a labor of love. Univision tlnovelas would mean a great deal to fans of novelas, but what about clients who aren't familiar with the genre and group all novelas together without regard for where they are produced or who the superstars might be? This "Give Love. Get Love" trade campaign was meant to connect the extreme passion felt by Univision's viewers for "the most beloved novelas of all time" (Give Love) with the love distributors will receive from new and existing subscribers who might not necessarily feel that way about their service (Get Love). The objective was to make this unique connection in a clever, relatable manner to a distributor who is most likely unfamiliar with the content, and convey the urgency and growth opportunity in the same emotionally-charged style as the content itself.