A new video campaign launched in the wake of Sunday's mass shooting at Pulse nightclub in Orlando, Florida is targeting homophobia in a clever and unique way.
Produced by New York actor-director Dylan Marron, the Seriously TV clip puts the spotlight on real-life gay couples, who affectionately kiss. Officials anticipate that the video, which hit the internet on June 17, will generate both positive and negative responses from viewers.
Here's the catch: for every homophobic comment posted, the group will donate $1 to the OneOrlando Fund, an LGBT advocacy group that is working with victims of the June 12 attack and their families.
It's a pointed approach, given that gunman Omar Mateen allegedly planned the attack after being angered by the sight of two men kissing.
Noting the vitriol that many online videos attact, Marron told The Huffington Post he wanted to "figure out how to turn all of that negativity into something positive" and use hateful comments as "fuel for something good."
"It's weird that loving your partner publicly can be a political act," Marron said. Noting that he and his husband have been verbally harassed when they've held hands in public, he added, "Since many gay men don't yet feel comfortable kissing in public, I wanted to at least showcase men kissing each other in the virtual public, and repurpose the inevitable hate into something awesome."
The final donation amount remains to be seen, but the video had already been viewed over 1 million times by late Friday.
Excellent work -- and a great reminder to #KeepKissing!
#KeepKissing @huffpostqueer pic.twitter.com/OCHjYAtm0P— Cole (@ceefuego) June 14, 2016
#KeepKissing Love love love love. JB pic.twitter.com/8IAMArTlZW— John Barrowman MBE (@Team_Barrowman) June 13, 2016
@huffpostqueer #KeepKissing pic.twitter.com/cNnuBxtAe6— Ryan (@AGPBRPN) June 14, 2016
Imma #keepkissing my wife 🌈 pic.twitter.com/yiP9N0GqSV— breyton (@katefiigs) June 14, 2016
No matter how much our community has been threatened, we will continue to stay strong. #KeepKissing— flower goddess//nsfr (@simplynautica) June 13, 2016
Wedding day. April 11 2014. #keepkissing @huffpostqueer pic.twitter.com/ZKclRRH5Vx— Taz Thornton (@TazThornton) June 13, 2016
Still here, still queer. #KeepKissing #LoveTrumpsHate pic.twitter.com/XmW97HoYTG— Jacob A. Taylor (@jat91390) June 14, 2016
My heart goes out to all who have suffered due to the Orlando shootings. So sad. #LoveWins #KeepKissing #LoveIsLove pic.twitter.com/cLPe9a7hh7— Sasha Grace Jones (@SashaGraceJones) June 14, 2016
@huffpostqueer #keepkissing pic.twitter.com/TvCCvS71fC— Jeff Robertson (@MRJDavis84) June 14, 2016
#keepkissing #weareorlando pic.twitter.com/UO30QXPhuM— dgos (@darcygosek) June 14, 2016
I'll #keepkissing forever because kissing IS RAD pic.twitter.com/onTSH0RE35— Jamie Feldman (@RealGirlProject) June 14, 2016
#KEEPKISSING pic.twitter.com/vRvkzZN3qk— david thomas (@dthomasbsr) June 14, 2016
Homophobes will never keep us down. #keepkissing #LoveWins pic.twitter.com/UvrdUG3OQT— erika&frida (@erikaandfrida) June 14, 2016
@huffpostqueer #KeepKissing My wife and I on our wedding day! pic.twitter.com/iXzds9hVL1— Seth Rome (@SethRome) June 14, 2016
On our wedding day 9.14.2012 #KeepKissing (the toddler at the table next to ours @TatteBakery clapped for us <3) pic.twitter.com/ilsTQpAMZ1— AnnaClutterbuck-Cook (@feministlib) June 14, 2016
nothing is going to stop us #keepkissing pic.twitter.com/14RqwVozIY— joe erbentraut (@robojojo) June 14, 2016
#KeepKissing cause #loveislove & who i kiss & who i'm in love with doesn't invalidate me. be proud🌈💛💖 @huffpostqueer pic.twitter.com/g6Pn6fQ4IV— cass ❁ (@fortheloveofCAB) June 14, 2016
#KeepKissing especially in gay clubs. ❤️💛💚💙💜 pic.twitter.com/WkLXGQPMgc— johnny karate (@joeyvarghiani) June 13, 2016
My girlfriend and I #loveislove #keepkissing pic.twitter.com/YaJrwId0NB— ツ (@izzybella_11) June 13, 2016
@HuffingtonPost @huffpostqueer @HuffPostPol On top of Yosemite Falls with my boyfriend. #keepkissing pic.twitter.com/h3Hq2vK8O5— John Swan (@ProfSwan) June 13, 2016
After our goodbye kiss- I thought to myself- I've never been so proud to love someone in my entire life #keepkissing pic.twitter.com/lKYtFuVylE— Madison Clark (@MadisonSClark) June 13, 2016
#keepkissing because hatred will never make us afraid of who we are and who we love pic.twitter.com/MZMToafM7Q— eliza (@peaceloveeliza) June 13, 2016
We took this just after we were called disgusting for kissing... But we will always #keepkissing @huffpostqueer ❤ pic.twitter.com/Bo4j9DsOPa— Anna (@AnnaJoy_) June 13, 2016
My absolute everything. #KeepKissing pic.twitter.com/zA4TwzjHCw— Emily (@EmmieLou731) June 13, 2016
We love being gay fuck yourself homophobes #KeepKissing pic.twitter.com/ICxmnkQ4FB— ProudGay Indian beta (@slayersins) June 14, 2016
@huffpostqueer #keepkissing pic.twitter.com/Qq7lB6yT80— brooke Ⓥ (@crxticaI) June 14, 2016
#keepkissing pic.twitter.com/Gr0f7EwHAQ— alison zack (@alisonzack) June 14, 2016
Gonna #keepkissing forever. pic.twitter.com/25lLZGDIHw— Maria (@maryhary) June 14, 2016
#keepkissing @huffpostqueer ❤️💛💚💙💜 #WeStandWithYouOrlando pic.twitter.com/e7yVWj57FR— Bayॐ (@baysocrayy) June 14, 2016
"We want to show the world that we stand together unafraid in the face of hate." #KeepKissing @huffpostqueer pic.twitter.com/AiqldCz3Lf— Bridget Woznica (@BridgetWoznica) June 14, 2016
#keepkissing because love is all you need! @huffpostqueer #LGBTQ #unity #family #pride pic.twitter.com/5Qfz0fCBFQ— T.A. (@Tianararr) June 14, 2016
@c_wong79 @Sixty5Media Thank you Curtis #KeepKissing pic.twitter.com/KcdZqPirpC— Alicia Champion (@AliciaChampion) June 13, 2016
#KeepKissing #OrlandoStrong @huffpostqueer @JessicahRauch pic.twitter.com/ZMmQvJ52lq— Kate Wehby (@katewehby) June 14, 2016
@huffpostqueer #KeepKissing pic.twitter.com/Iox5MSegU2— Paul Quinn (@RealPaulQuinn) June 14, 2016
#KeepKissing pic.twitter.com/Btnewm2bNc— Nicole Panyard (@love_punches) June 14, 2016
@huffpostqueer— Hannah Witt (@hannah_w14) June 14, 2016
Love is love is love ❤️💛💚💙💜#KeepKissing pic.twitter.com/xNPGuWq7Z8
#KeepKissing pic.twitter.com/PvjtS8SSfv— Laura Leigh Abby (@lauraleighabby) June 14, 2016
#KeepKissing #loveislove #lovewins pic.twitter.com/HUS3Wv5stl— Katie (@katiellvxx) June 14, 2016
#KeepKissing pic.twitter.com/zgqDoCkKNh— Matt (@salsapockbill24) June 14, 2016
#KeepKissing pic.twitter.com/s6k9FfXLnW— Terzi Yamağı (@barbarosansalfn) June 14, 2016
@huffpostqueer #KeepKissing pic.twitter.com/1ToIAjAo9i— Friends call me Dom (@Duke_Silverback) June 14, 2016
@c_wong79 #keepkissing pic.twitter.com/thcKCOlPNq— Eli Lieb (@elilieb) June 13, 2016