With President Donald Trump consistently referring to the current novel Coronavirus COVID-19 pandemic as “The Chinese virus,” it’s no wonder the United States has seen an increase in racism, scapegoating and bigotry, particularly towards Asian populations. This perpetuates the harmful stereotypes that the community has fought for so long to dismantle.
With nearly 2,000 reported incidences of discrimination and hate speech against the Asian and Pacific Islander (API) community in the U.S. amidst COVID-19, the Ad Council’s Emmy®-Award winning Love Has No Labels campaign today premiered “Fight the Virus. Fight the Bias.” a new PSA to dispel the racism increasingly endured by the API community throughout the pandemic.
Produced and directed by Emmy® and Peabody Award winning writer and producer Alan Yang (Master of None, Parks and Recreation), the film encapsulates the fear and trauma associated with anti-API discrimination, highlighting the personal stories and resilience of API individuals who have experienced bias, discrimination, harassment, and racism amid the COVID-19 crisis.
The PSA shares stories from a diverse group of API individuals who have experienced racism and hate during the crisis. Including Chef, Entrepreneur & TV Personality Melissa King, the individuals speak out about how they are part of the solution, not the problem, aiming to build a sense of humanity and break the silence around the hate and racism impacting the API community.
Watch the powerful piece below:
Accompanying the PSA is a new AR filter, available on the Love Has No Labels Instagram page in the Effects Tab, empowering users to show solidarity and how they are stopping the spread of anti-API racism.
“At a time when hateful rhetoric and racially-fueled discrimination are plaguing the API community, it’s critical that we all play a role in dispelling the racist misconceptions and actions pervading our country,” said Ad Council President and CEO Lisa Sherman.
According to a new survey conducted by Pew Research Center, Asian Americans are among one of the marginalized groups who are more likely to face racial bias and discrimination during the pandemic. Close to one-in-three Asian adults (31%) report being victim to slurs or jokes because of their race or ethnicity since the outbreak began and a majority of Asian Americans (58%) admit it is happening more frequently now than before the pandemic.
“Amid this pandemic and the stresses associated, nobody should have to also endure the added layer of fear that comes from this surge in racial violence and harassment. We hope this film will inspire Americans to rethink their biases and help put an end to the wave of racism facing the API community,” Sherman notes.
The integrated campaign will also receive donated media, digital and social support from partners including: 3AF (Asian American Advertising Federation), AAAZA, Admerasia, AIMM (Alliance for Inclusive and Multicultural Marketing), Barbarian, Constellation Agency, Edelman, Facebook, interTREND, IW Group, Porter Novelli, Publicis Media, Ready State, Ruder Finn, and VaynerMedia.
“I’m honored to be part of this campaign and to help tell real stories of API experiences in America, especially during a time that’s difficult for so many people across the country,” said director Alan Yang. “I hope to do my best to represent our community and show that we’re stronger when we support each other and share our experiences honestly and compassionately with others.”
Love Has No Labels‘ 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, events and more.
Marking the launch of the PSA, Love Has No Labels will participate in the Asian American Marketing + Advertising Townhall on July 21, hosted by the 3AF (Asian American Advertising Federation) and the Association of National Advertisers (ANA) Educational Foundation to help drive awareness and tackle the anti-API bias impacting the community.
The Love Has No Labels campaign first launched nationally in 2015 with a video of skeletons dancing and embracing before coming out from behind an x-ray screen to reveal themselves as diverse couples, friends and families.
Since the campaign’s initial video launched in March 2015 there have been over 10.5 million U.S. sessions on lovehasnolabels.com.
SOURCE: Ad Council