During the Vietnam War, in 1969, John Lennon and Yoko Ono held two, week-long Bed-Ins for Peace, in Amsterdam and Montreal, which were their non-violent ways of protesting wars and promoting peace.

Knowing their March 20, 1969 marriage would be a huge press event, John and Yoko decided to use the publicity to promote world peace.

They spent their honeymoon in Room 702 at the Amsterdam Hilton Hotel for a week between March 25 and March 31 and invited the world's press into their hotel room every day between 9 a.m. and 9 p.m. After their other stunts, such as the nude cover of the Two Virgins album, the press were expecting them to be having sex, but instead John and Yoko were sitting in bed talking about peace with signs over their bed reading "Hair Peace" and "Bed Peace". After seven days, they flew to Vienna, Austria, where they held a press conference while eating chocolate cake while they were inside a white bag, a promotion for Bagism, another of their concepts which called for social change.