Fight the Virus, Fight the Bias: Social Media Campaign

Fight The Virus, Fight The Bias: Social Media Campaign

Combating COVID-19 Fueled Anti-Asian Racism & Xenophobia

Situation

What started as a passion project turned into an API rallying cry with the help of Ad Council’s LHNL, Emmy winning director Alan Yang of Master of None and Tigertail fame, Cindy Gallop, Bing Chen, 4A agencies and even a Top Chef. We created four categories of stories to help tell the story from an individual and community perspective. With a heavy platform media and broadcast, IG/FB Watch, YouTube, Stories, FB/IG, etc., along with an AR effect and influencer strategy to amplify this campaign.

The campaign was covered by numerous major media outlets such as The New York Times , ABC News, NBC News, Huffington Post, AdAge, AdWeek, Deadline, The Drum,Muse by Clio, and The Week.

Also featured on:
Popsugar, NowThis, SHOOT ABC, News Chron. Good Morning America, MSNBC, YNA (Korean News), and Radio Korea.

What I did

Visual Design for the campaign across TV Commercial and Social Media (Stories, Watch, Feed).
AR Effect Design for IG/FB Filters
Design Direction
Content Strategy

I worked on this project with my team at Facebook & Instagram under the creative direction of Alan Yang.

This was the first time creating and filming a campaign completely through video calls during quarantine due to the COVID-19 pandemic.

Solution

Alan Yang had a vision where he wanted the design of the typography to speak for itself. He wanted the tone and approach of the graphic to feel approachable, but also personal and emotional.

I created a typographic treatment that speaks to a message that’s powerful and commands attention right from the jump. The boldness of the color and type compliments the images and videos, but never overpowers it.

“The trap to avoid here is in making anything that feels too dark or melodramatic. This is a place for speaking facts and truths. It should feel personal and emotional, but we’re not here to prey upon the devastation that plenty of people are already feeling. As we start to think about the anthem piece, I would love to find an opportunity to introduce a bit of levity into the message. Maybe there’s a personal story that falls within that “so messed up you gotta laugh” zone. Or even just some silly detail, some ritual that feels authentic to the storyteller.”
- Alan Yang

The black and white treatment for the videos throughout the campaign was intentional giving it a moody, serious, and informative tone. Because of the pandemic, each person was given a record kit and each one of their stories was recorded on their own in their own space.

“I love that this approach gives the whole campaign a unified look and feel, while driving home the authenticity of the stories we’re sharing.”
- Alan Yang

The landing page is also live, with meaningful actions the public can take to learn, act, and support the API community. 

Love had no labels: Fight the Virus, Fight the Bias