85% of Americans consider themselves to be unprejudiced, yet only 37% of adults report that they are regularly accepting and inclusive of others and/or encourage others to be more accepting and inclusive.
To address this, the campaign’s creators chose to reduce biases by educating individuals about their unconscious associations, using positive examples of diversity and inclusion.
The creative used x-rays skeletons of people dancing, hugging, and kissing to mask the identities of the real people. Viewers filled in the blanks of what constituted friendship, love, and family. When the identities were revealed, so were individual biases, as each relationship spanned different religions, races, etc. The videos drove viewers to test their biases on the campaign website and share their stories of love and diversity.
The decision to target do-gooders helped to drive the engagement and sharing that led to success. With no paid media budget, the campaign relied on TV PSA’s and an exclusive partnership with Upworthy and their community of nearly 8 million social do-gooders.
The video on Upworthy’s Facebook page was viewed 11 million times in the first 24 hours and became the best performing video on Upworthy ever, generating over 150 million online views, and an estimated 1 billion media impressions.