Cover image via Ad CouncilWe're an extremely biased species. We judge others based on their skin colour, race, religion, gender, and a lot of other things.
"We shake our heads in disbelief. We marvel at the insensitivity and intolerance of others. But the uncomfortable truth is it's not just others, it's us," writes Lisa Sherman, President and CEO, Ad Council, in her column on the Huffington Post.
"In fact, research shows that we all have hidden biases towards those who appear different. It turns out that implicit bias — that is, bias that we unconsciously hold and often times unknowingly exhibit — is not a phenomenon confined to a small few. It's a type of "fast thinking" discrimination to which nearly all of us contribute."
Regardless of our declared beliefs, bias lives in all of us. So much so that when it comes to love, we make even more biased choices. But love in itself is not biased, and to prove that fact the Ad Council has released a PSA about bias and diversity.
Called 'Love Has No Labels', the video opens with gorgeous views of Santa Monica, California, shot on Valentine's Day. Two skeletons are seen kissing and embracing one another.
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The skeletons then emerge from both ends of the X-ray screen, revealing themselves – both women, to a much surprised crowd
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The 3-minute video shows many such significant others, friends and siblings who pose behind the x-ray screen. While the crowd sees kissing, dancing and hugging skeletons, the couples then emerge from behind revealing their differences to the crowd.
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Some are gay, some are different races, some are disabled of varying ages and others come from different religions. But, ultimately, the message remains the same: 'Love has no labels'.
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Watch the full video here that proves love isn't biased:
The PSA promotes the Ad Council's year-long campaign, which extends online with stories and a quiz about bias. Powerful, it's designed to make people aware of their implicit biases!
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The PSA has already struck a chord with viewers
Released on Monday, when Upworthy uploaded it on their Facebook page, the video has gone viral with more than 14.4 million views.
