We asked our audience to picture a person by the name John Smith, which is the most common name in America. We then introduce the audience to dozens of diverse people with the name John Smith proving that one's assumptions were incorrect. By hearing their diverse stories of bias and acceptance, we learn how inaccurate our assumptions can be.

We asked our audience to picture a person by the name John Smith, which is the most common name in America. We then introduce the audience to dozens of diverse people with the name John Smith proving that one's assumptions were incorrect. By hearing their diverse stories of bias and acceptance, we learn how inaccurate our assumptions can be.

· Once we had our key story-beats for the documentary-style shoot, we built 4 alternative story architectures, to ensure we were capturing and retaining attention and engagement in a mobile feed environment (all were vertical, designed for sound-off, etc.). These alternative videos focused on capturing attention early, to jolt people to confront their bias and then stick around to hear the stories of John Smith. We then tested these versions against one another to determine which asset should bare the media weight, with the ‘winning’ version having 2x the :30 and :60 view rate.

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· +7pt lift in recognition that labels can lead to discrimination