#shareasianjoy

3 in 5 Asian Americans feel invisible when it comes to seeing their stories told in media. It’s a powerful stat that Omnicom’s Three in Five initiative is setting out to change and it all started with a PSA challenge: create a 30-second spot that encourages media and organizations to dare to tell Asian American stories.

With the rise of Asian hate crimes in the U.S., the rallying cry of #StopAsianHate is both critically necessary and harrowing in its content. But it doesn’t begin to tell the full story of the community. No one deserves to see their only representation in media in the form of violence and hate. So we decided to fight back hate with joy.

While our PSA was not selected to run, I am incredibly proud of the message behind the work. As a marketer, we have the opportunity to use our work today to create a more inclusive tomorrow.

And as human beings, we always have the opportunity to choose to share joy.

I worked on this project from concept to creation with a Jr. AD and ECD, in collaboration with Worth Detroit video production. My role was coming up with the initial concept of #ShareAsianJoy, helping with storyboard voice-over copy, image selects from UGC on Instagram, and video editing feedback.

*Please note this video is a concept and should not be shared elsewhere.