According to the Perception Institute, most Americans (and other nationalities) consider themselves unprejudiced. However research shows that many of them unintentionally make snap judgments about people based on what we see—whether it’s race, age, gender, religion, sexuality, disability.

This is called implicit bias.

The challenge was to demonstrate this to the widest audience possible and create positive conversation around unconventional notions of love.

To achieve this, a live X-ray installation was created in Santa Monica, California. It displayed skeletons kissing, hugging and dancing. The thousands of onlookers mentally filling in the blanks.

When the people stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias. A video of the stunt event was then posted on social media so it could be shared and spark conversation freely.

The video of the event hit 40 million views in just two days. 100 million views to date and climbing.

The world’s media and celebrities also joining the conversation even the first lady of the United States.

To launch the campaign a live X-ray

installation was created on Valentines Day in one of the most

open minded places on earth Santa

Monica. It displayed skeletons kissing, hugging and dancing.

The thousands of onlookers mentally filling in the blanks. When the people stepped out from behind

the screen, it created a simple demonstration of their implicit bias. An on screen call to action

directed them to a website where a test by Harvard University educated them about bias and

diversity.

A video of the stunt was then posted on social media to maximize sharing and spark conversation.

The video of the digital installation went immediately viral (40 million views in two days on

Facebook). It recently hit 100 million combined views becoming the fastest spreading campaign ever

and 2nd most viewed and shared PSA in history after just 3 weeks.

Over 1 billion media impressions.

National and international TV networks talked about the campaign as well as iconic TV shows and

influential Newspapers, websites and blogs.

Funny or Die created a hilarious parody helping the film become part of culture.

Numerous celebrities shared the campaign including the First Lady of the United States, Michelle

Obama.