Changing the AAPI Narrative: The Power Is in Your Brand

The AAPI community is under attack according to new data from the activist organization Stop AAPI Hate nearly 3800 antiAsian hate incidents occurred between March 2020 and March 2021 with many more going unreported Another analysis from California State University revealed that while hate crime in 2020 decreased seven percent those targeting Asian people rose by nearly 150 percent The reason behind today39s violence is no secret but when combined with an historical internalized racism embodied by the quotmodel minorityquot myth it has created a harmful identity representation where the AAPI community is both sometimes invisible and at the same time misrepresentedThis is where the media industry can step in Thanks to the hardearned groundwork laid in 2020 social equality and racial justice have taken the center stage with many companies and brands proactively acting upon the violence spearheading media production and collaborations between influential Asian individuals and groups along with public campaigns like Love has No Labels Wash The Hate etcWith the goal of exploring the nuanced issues and opportunities for improvement in the marketing community Comcast Advertising39s Culture Conversations webcast series unites industry experts and thought leaders to share insights on a range of topics related to diversity equity and inclusion Previous episodes have leaders focusing on longterm support for the LGBTQ and Black communities along with discussions on how brands can be proactive and authentic while supporting these notable and essential causesIn the most recent episode MSNBC anchor Richard Lui pictured top left moderated a discussion centered around the AAPI images in entertainment advertising and branding The panelists comprised of leaders in the media industry including the TV and movie writer Eirene Donohue as well as Association of National Advertisers39 Executive Vice President of Community ampamp Growth Elliot Lum The panel focused on the power that individuals and brands currently hold in the media industry and how both can help correct currently flawed representations and be better alliesExploring the current issues a common theme raised in the discussion was isolation Considering that the pandemic has been a shared experience for all and theoretically we should be closer as a collective community there has been a conflation of the virus with race This has led to the Asian community being singled out as the one to blame for the challenges that we have all faced in the last year Lum recalled his experiences of isolation as an Asian American living in his country of citizenship and sees it playing out within the boardroom where he recalled an Asian American marketer say at ANA39s Asian American networking event quotI always thought I was alone until I saw all of youquotEirene Donohue writer of the movie A Sugar and Spice Holiday attributes COVID19 as a catalyst for recent attacks but also noted deeprooted systemic beliefs about the AAPI community the perception of AAPI individuals as foreigners and the model minority complex Richard Lui agreed quotthe majority of these stereotypes are cloaked in strength but in reality it represented weaknessquot But to correct the current falsehood is it really about erasing the current narratives and stereotypes The panelists agreed that it39s not about striking a word but instead expand the vocabulary quotDon39t strike model minority Use it in a way to inform them about these internalized biases and break it down so they will not act on those beliefsquot said EireneExpansion was a common thread that carried through the conversation with all panelists unanimously agreeing that when it comes to solutions for brands and individuals it39s all about driving diversity of knowledge and greater representation of the AAPI community For individuals it39s the constant selfeducation and advocacy needed to share the same social justice values that each consumer has in their power to make choices about the brands and media they engage with For the media industry itself while Eirene emphasized the normalization of new Asian identities beyond existing stereotypes in movies I reinforced the power the media industry has in humanizing the Asian community It39s that simple getting more representation around universal humanistic stories that impact everyone to show that there is more in common than lessStay tuned for upcoming episodes by following Comcast Advertising on its social media channels LinkedIn Twitter You can watch the episodes described in the aforementioned video player belowCulture Conversations Changing the AAPI Narrative from Comcast Advertising on VimeoPictured at top left to right Richard Lui Dawn Lee Williamson Elliot Lum Eirene DonohueClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Changing the AAPI Narrative: The Power Is in Your Brand

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Dawn Lee Williamson

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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