The Ad Council is out with a new campaign to combat the racism experienced by the Asian and Pacific Islander community throughout the pandemic.
The PSA, produced by writer Alan Yang, intermixes stories from a diverse group of API individuals, including chef Melissa King, as they discuss and share their experiences.
While the Ad Council typically works with agencies pro bono, this creative was developed directly with Yang’s production shop, Caviar.
Viewers are directed to visit a site that features new resources, including ways to respond to biased or racist language and links to local organizations.
In addition, a new AR filter, available on the Love Has No Labels Instagram page in the Effects Tab, serves as a digital frame where users can show their solidarity and support toward the API community by opening the AR filter, scrolling to select their “role” (i.e.: friend, neighbor, mother, ally), recording an inspiring video message or taking a selfie and sharing on social media.
Brand partners Bank of America, Google, Johnson & Johnson, State Farm and Walmart are supporting the campaign by promoting content across their channels. In addition to funding the campaign, brand partners show their support during the year through online and offline activations including social messaging, custom content creation, employee engagement, and events.