In 2021, Facebook wanted to celebrate Asian Pacific American Heritage Month without being tone deaf to the issues the community was facing at the time. As part of their ongoing MoreTogether initiative we developed the ‘See Us Hear Us’ campaign to show support and be a call for Asian and Pacific Islanders to express the authenticity they’ve been conditioned to hold back. This work features real members of Facebook Groups breaking the model minority myth in diverse, vivid, modern and empowering ways. The campaign also incorporates a custom poem penned by Comedian, Actress, Writer Sherry Cola in an anthem directed by Christine Yuan. I oversaw this campaign in partnership with the talented creatives at GameSeven. Featured in Adweek
Additionally, we developed Out-of-Home (OOH) ads in city centers with dense Asian populations to extend this powerful message to the community during APAHM.
