Knowing that young people look back at their social-media posts to validate their abusive relationships, we set out to highlight the warning signs of unhealthy relationships by creating a campaign to show that real life happens behind the post.

We seeded our film on Facebook where it quickly garnered more than 3.3 million views. At the same time, we took over One Love’s Instagram account and posted a grid of 10 videos extracted from the film dedicated to the warning signs of an unhealthy relationship. At first glance, the grid featured an array of beautiful posts of a young couple in love, but clicking the images revealed stories of the ugly truth behind the post. Viewers were guided to behindthepost.org where they could learn about the other warning signs of an unhealthy relationship and join the cause. Using footage from the film, we also created an Instagram Story ad showing the couple sharing a loving kiss. But when the sound was turned on, viewers could hear the couple fighting as the screen peeled back to reveal a heated argument behind the photo.

The campaign generated more than 13 million views and 38 million impressions in just over one month. After watching the film, the average viewer went on to navigate the "10 Signs of a Healthy Relationship" on a completely different page of the website. More than 7,500 people participated in “Behind the Post” workshops, featuring additional teaching points to help start the conversation with friends and loved ones. But the film’s greatest impact was the thousands of individuals who shared their own, personal, behind-the-post stories, who comforted and encouraged others who lacked the courage to leave an unhealthy relationship, and who committed to changing their own unhealthy behaviors after seeing the film. One person said, “These videos and posts encouraged me to leave a bad situation and life is so much better now,” and there were countless others just like it.