FACEBOOK — ASIAN PACIFIC HERITAGE MONTH
HOW DO WE GET THE API COMMUNITY TO PROUDLY CELEBRATE THEIR HERITAGE ON FACEBOOK?
Challenge
Asian Pacific Heritage Month was an opprotunity for Facebook to shine a light on how the Asian and Pacific Islander communities come together through their shared interests in order to support and inspire one another. What content can we make during APAHM to put a spotlight on the API community and empower them to do more together?
Approach
We wanted to break the model minority myth sometimes applied to the API community, so our team created a campaign called “See Us, Hear Us” that breaks stereotypes, amplifies stories and inspires action through highlighting the API Facebook Groups such as Subtle Asian Traits, and Asians NOW.
Execution
For the anthem video, we partnered with writer and activist, Sherry Cola, to pen an original poem for the film showing the breadth of culture within the API community.
Content Strategy
