Mayor's Office on Asian & Pacific Islander Affairs
Campaigning for Inclusion
Challenge
Seeking to address recent violence against Asians, the DC Mayor’s Office on Asian and Pacific Islander Affairs (MOAPIA) launched a campaign to reinforce the message that Asian American and Pacific Islanders (AAPI) are a vital part of the DC community. AAPI-directed hate crimes have increased in recent years and MOAPIA wanted to show that an attack on Asian Americans is an attack on the community as a whole.
Approach
We designed a series of ads featuring prominent AAPI people in the DC area. The goal was to evoke an emotional response that was warm and inviting, and demonstrate strong relationships AAPI people have with the DC community. Using quotes, portraits, and a hashtag headline, the profiles were featured on digital billboards in Chinatown as well as on bikeshare kiosks, metro stations, buses, and social media.
