With nearly 2,000 reported incidences of discrimination and hate speech against the Asian and Pacific Islander (API) community in the U.S. amidst COVID-191, the Ad Council’s Emmy®-Award winning Love Has No Labels campaign today premiered “Fight the Virus. Fight the Bias,” a new PSA to dispel the racism increasingly endured by the API community throughout the pandemic. Produced and directed by Emmy® and Peabody Award winning writer and producer Alan Yang (“Master of None,” “Parks and Recreation”), the film encapsulates the fear and trauma associated with anti-API discrimination, highlighting the personal stories and resilience of API individuals who have experienced bias, discrimination, harassment, and racism amid the COVID-19 crisis.
The current pandemic has triggered an increase in racism, scapegoating and bigotry, particularly towards API populations, perpetuating the harmful stereotypes that the community has fought for so long to dismantle. According to a new survey conducted by Pew Research Center, Asian Americans are among one of the marginalized groups who are more likely to face racial bias and discrimination during the pandemic. Close to one-in-three Asian adults (31%) report being victim to slurs or jokes because of their race or ethnicity since the outbreak began and a majority of Asian Americans (58%) admit it is happening more frequently now than before the pandemic.2
“At a time when hateful rhetoric and racially-fueled discrimination are plaguing the API community, it’s critical that we all play a role in dispelling the racist misconceptions and actions pervading our country,” said Lisa Sherman, Ad Council president and CEO. “Amid this pandemic and the stresses associated, nobody should have to also endure the added layer of fear that comes from this surge in racial violence and harassment. We hope this film will inspire Americans to rethink their biases and help put an end to the wave of racism facing the API community.”
Created by Love Has No Labels and Yang, the “Fight the Virus. Fight the Bias.” PSA shares stories from a diverse group of API individuals who have experienced racism and hate during the COVID-19 crisis. Including chef, entrepreneur and TV personality Melissa King, the individuals speak out about how they are part of the solution, not the problem, aiming to build a sense of humanity and break the silence around the hate and racism impacting the API community. Accompanying the PSA is a new AR filter, available on the Love Has No Labels Instagram page in the Effects Tab, empowering users to show solidarity and how they are stopping the spread of anti-API racism.
“I’m honored to be part of this campaign and to help tell real stories of API experiences in America, especially during a time that’s difficult for so many people across the country,” said director Yang. “I hope to do my best to represent our community and show that we’re stronger when we support each other and share our experiences honestly and compassionately with others.”
The integrated campaign will also receive donated media, digital and social support from partners including: 3AF (Asian American Advertising Federation), AAAZA, Admerasia, AIMM (Alliance for Inclusive and Multicultural Marketing), Barbarian, Constellation Agency, Edelman, Facebook, interTREND, IW Group, Porter Novelli, Publicis Media, Ready State, Ruder Finn, and VaynerMedia.
Love Has No Labels’ brand partners Bank of America, Google, Johnson & Johnson, State Farm® and Walmart are supporting the campaign by promoting content across their channels. In addition to funding the campaign, brand partners show their support during the year through online and offline activations including social messaging, custom content creation, employee engagement, events and more.
The campaign directs audiences to lovehasnolabels.com/fightvirusbias, which features new resources for users to get a deeper understanding of the discrimination facing the API community in our country – and how they can be part of the solution to end it. Developed in partnership with a number of resources from non-profit partners, the site includes questions to reflect on bias, ways to respond to biased or racist language, resources to learn more about your local community’s policies on public safety, links to organizations fighting for justice on-the-ground, and more.
