Break out the Kleenex.
The Ad Council recently released a tearjerker of a PSA entitled “love has no labels” in hopes of making everyone aware that bias lives within all of us.
Even if we don’t realize it.
And what better way then with a beautiful guerilla-marketing tactic?
The setup? A giant X-ray screen in Santa Monica on Valentine’s Day where people facing various biases in daily life – ranging from disability to sexual orientation – performed dances behind the screen.
The catch? The public only saw skeletons move.
As the dances ended, the skeletons embraced and emerged from behind the screen revealing themselves as the humans they are.
From a gay couple to a sister hugging her younger mentally disabled sibling…let’s just say lunchtime at our office became quite the sob fest.
This is all part of a yearlong campaign, which also features a quiz, stories, tips, and support for everyone that has faced bias in one way or another. The goal is to make people aware of their implicit biases and how they pass judgments so effortlessly without even being aware of the consequences.
“To end bias, we need to become aware of it. And then we need to do everything within our power to stop it. In ourselves, others, and institutions. The world will be a better place for it.”
Beautifully put, Ad Council.
#NOTABLE
Cover image from: http://www.adcouncil.org
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