A video from the Ad Council in the USA is spreading a lot of love on the internet. The Public Service Announcement (PSA), which was uploaded just yesterday, has already received over 1.5-million views on YouTube!
The video, ‘Diversity & Inclusion – Love Has No Labels’, attempts to show that love has no boundaries, no prejudice and that we are all equal – well skeletons actually!
The PSA – which was filmed on Valentine’s Day in Santa Monica, California – shows skeletons behind a giant x-ray screen before they merrily reveal themselves in front of a large crowd. It’s all set to Macklemore & Ryan Lewis’ ‘Same Love’.
The Love has no Labels initiative was launched on Facebook on February 10 this year, and aims to show people how unintentionally we all make snap judgments on others based on what we see (race, age, gender, religion, sexuality or disability).
This subconscious prejudice – or ‘implicit bias’ – affects how we treat people and can hinder their abilities to find work, accommodation or even get a fair trial.
Apparently 98 per cent of our thinking is done in our subconscious minds. And the only way to change that thinking is to educate ourselves and be aware of it. And make others aware of it. Although the PSA was made for American audiences (and features scenes that some may find a little saccharine), it’s hitting a nerve with people around the world and is as relevant in South Africa as anywhere else.
The campaign calls on all of us to “open our eyes to our bias and prejudice and work to stop it in ourselves, our friends, our families, and our colleagues.” As they say “before anything else, we are all human. It’s time to embrace diversity. Let’s put aside labels in the name of love.”
The website – lovehasnolabels.com – includes a quiz to find out just how prejudiced you may not realise you are! And don’t worry – if you discover you are prejudiced – there are tips on how to handle bias at home, work, in the neighbourhood and even in group emails! The bottom line – don’t remain silent! It perpetuates bias and prejudice.