Dual identity is something to champion — consider the "Asian+American" campaign and its “Beyond, Together”  spot, narrated by Sandra Oh.

Yet according to The Asian American Foundation report, just 20% of Asian Americans ages 16–24 (and 23% overall) feel accepted for their racial identity. Asian Americans are the least likely of any racial or ethnic group to say they fully belong in the United States.

A new campaign by Wieden+Kennedy New York, directed by Sean Wang, hopes to change that perception. The spot celebrates pride in being Asian and American.

The campaign runs nationally on digital, social and OOH. Asian Americans to share their stories via #AsianPlusAmerican and tagging @TAAForg.

Given the historic rise in anti-Asian hate in 2020, Asian American communities took action. Often cast as foreigners, seen as either too Asian or not Asian enough, the pressure to fit in is acute. And like earlier ethnic groups to the U.S., Asians sometimes change their names or languages to assimilate.

“The ‘plus’ is about turning a negative into a positive. It’s about disrupting judgement, perception and ill-conceived notions of identity. It strikes down barriers and broadens our understanding of who Asian Americans are and who we can be,” said Kevin Kaminishi, associate creative director at W+K New York. “We are a massive community, and it’s time that we celebrate in a way that carries the strengths of our heritage, while embracing the freedom to redefine it.”

TAAF is also partnering with Right To Be to, a leader in anti-harassment education, to empower individuals to safely intervene in moments of bias or harm, including instances of anti-Asian hate and xenophobic harassment.

W+K New York work also includes McDonald's, Ford and Heinz.