When the first lady of the United States, Michele Obama tweeted out a video of dancing skeletons to her millions of followers it was clear this message of implicit bias had achieved its objective of mass awareness.

The video featured a large x-ray installation in Santa Monica that displayed skeletons kissing, hugging and dancing - thousands onlookers mentally filling in the blanks. When unexpected couples stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias.

According to the Perception Institute (Appendix 1), most Americans (and other nationalities) consider themselves unprejudiced. However, research shows that a high percentage of them unintentionally make snap judgments about people based on what we see, whether it’s race, age, gender, religion, sexuality, or disability. This is implicit bias. This is what the Love Has No Labels integrated campaign (including the live stunt, viral film, social, print, digital outdoor and PR) was conceived to make the widest possible audience aware of.

By building awareness, we encourage audiences to rethink bias. Once people are aware of this bias, they can then recognize it in themselves and do everything in their power to minimize it.

With no paid media budget, the campaign relied on an exclusive partnership with Upworthy and its

community of nearly 8 million social do-gooders. Within 24 hours after the video debuted on the Upworthy’s Facebook page, it was viewed 11 million times and has since become the one of the most successful PSA campaigns in history (currently 2nd behind only Kony) and the best performing video on Upworthy ever (Appendix 15). The video that gathered 40 million views in just 2 days (source ABC News, appendix 16) and would go on to hit over 162 million combined views and 2.6 million shares and liked 1.8 million times. (Source: Visible Measures, appendix 4) becoming the fastest spreading campaign ever, the 2nd most viewed and shared PSA in history, after just 3 weeks (Source Adweek,

appendix 23).

The campaign received over 2 billion media impressions resulting from coverage including high profile broadcast coverage such as ABC's World News Tonight, Good Morning America, CNN, NBC. Influential press outlets include The Wall Street Journal, New York Times, Washington Post, Chicago Tribune, LA Times, Huffington Post, Hollywood Reporter, Mashable, Adweek, AdAge, LA Times, The Independent, The Guardian, The Mirror, Cambio, Le Monde, Dailymail, Buzzfeed, Cosmopolitan, Forbes, and more.

The video was selected in the Top Ten Highlights of #TenYearsOfYouTube, making Love Has No Labels one of the 10 most iconic viral films of the decade on Youtube. YouTube even selected the Love Has No Labels x-ray installation as the main creative device in the “2015 Youtube Rewind” video (93 million views). Funny or Die created a hilarious parody helping the film become part of culture.

Hundreds of couples used the online toolkit to post pictures showing their love, some of these people finding in the campaign an opportunity to courageously post a message to tell friends and family that they were gay.

The campaign is now part of school programs in the USA (Appendix 22) and - thanks to the massive media coverage and donated media - has significantly helped change behaviors regarding implicit bias (Appendix 8).