Stop AAPI Hate
Overview
Stop AAPI Hate is a website that launched in March 2020 in response to the escalation of xenophobia and bigotry towards the Asian American community caused by COVID-19. Its job is to track and respond to incidents of hate, violence, harassment, discrimination, shunning, and child bullying against Asian Americans and Pacific Islanders in the United States.
Challenge
Due to COVID-19 there has been a surge in anti-Asian hate crimes, endangering Asian and Asian Americans worldwide. Big cities have the most reported crime. Bottom line, Asian voices are not being heard. Write a long copy manifesto that tells a compelling story that rings true and is persuasive. An empowering campaign that shows the faces behind the victims.
Insights
Hate and discrimination against the Asian community has been perpetuating for centuries.
The social climate of today is parallel to that of the 1960s: marked by radical activism, radical social change, and often led by the youth.
Solution
A persuasive script spoken over a case study video that could also be used as a commercial for the brand. A complementary social media campaign that allows the Asian American community to tell their story to their communities.
Team
Kay Bunting - Creative Director & Copywriter
Jasmine Li - Art Director
Tools
Premiere Pro, Photoshop, Figma
"What's your story?"
"... These deaths, shouldn't happen period."
"This is our home too."
"It's time we stand up."
