When a screen showing two skeletons kissing attracted a crowd on Valentine’s Day in America, none of the people watching knew that what happened next could change their minds forever.
But then the skeletons walked away from each other, towards the edges of the screen, and then beyond the screen, revealing themselves as two people, who embraced in front of the amazed crowd.
The screen was part of the Love Has No Labels campaign to develop more acceptance of diversity in love. Backed by the Ad Council, R/GA and Helpsgood.com, Love Has No Labels has focused its efforts on the production of a video of people using this skeleton screen to help show others that we are all the same on the inside.
The Ad Council says the video helps show people that bias can take many different forms that we are not always aware of.
“Subconscious prejudice—called “implicit bias”—has profound implications for how we view and interact with others who are different from us. It can hinder a person’s ability to find a job, secure a loan, rent an apartment, or get a fair trial, perpetuating disparities in American society,” it says on the YouTube page for this video.
“The Love Has No Labels campaign challenges us to open our eyes to our bias and prejudice and work to stop it in ourselves, our friends, our families, and our colleagues.”
The video was shot on Valentine’s Day 2015 and uploaded to YouTube on 3rd March 2015. Within three days it had gone viral as millions of people around the world watched, shared and wrote about the moving footage. According to YouTube, the original video had over 15 million in three days, but many others have uploaded and shared the video via other channels.
Popular social change website Upworthy, for example, shared the video on its Facebook page on 3rd March, and had over 37 million views and 1.2 million shares in three days. Meanwhile, Buzzfeed’s Video page on Facebook posted it on 5th March and had already got close to 20,000 likes and 6000 shares in 24 hours.
It’s also gained attention on Twitter, with prominent users including corporate giant Procter & Gamble (a partner in the campaign) and Fifty Shades of Grey author E.L. James tweeting their support for the the Love Has No Labels campaign.
— P&G (@ProcterGamble) March 5, 2015
— YouTube Trends (@YouTubeTrends) March 6, 2015