Marketing Campaigns That Champion the AAPI Community

To connect with its Asian American and Pacific Islander (AAPI) audience, the AARP collaborated with the San Francisco-based dance troupe Grant Avenue Follies and Chinese-American rapper Jason Chu to create a rap music video about Lunar New Year celebrations and traditions from a multigenerational lens.

McDonald’s collaborated with designer Megha Rao to create an immersive Diwali celebration that reinforced the brand’s commitment to the Asian Indian community.

To celebrate Asian Heritage Month, TD Canada highlighted the Asian Canadian commitment to community seen throughout their history by spotlighting customers who demonstrated these same selfless commitments to community in Canada’s most remote towns.

Procter & Gamble’s first AAPI campaign, “The Name,” was launched in sync with Asian-American and Pacific Islander Heritage Month (APAHM), emphasizing the importance of AAPI birth names.

To combat COVID-19 fueled anti-Asian hate, Goodby Silverstein & Partners created a Twitter bot that responded to anti-Asian tweets with messages from Asian frontline workers about the harmful effects of racist rhetoric.

To combat Asian stereotypes and a surge in COVID-19-fueled Asian hate, Netflix created a video leveraging Asian celebrities and illustrating the diverse nature of the Asian American and Pacific Islander community.

OnePlus leveraged AR technology to help people send positive affirmations to their friends and families and celebrate Diwali during the pandemic.

#WashTheHate strove to combat anti-Asian bigotry that was inspired by the COVID-19 pandemic.