Everyone has a name–and from birth through a lifetime of introductions, it becomes the cornerstone of our identity. For many Asian Americans and Pacific Islanders (AAPI), their given names carry an even deeper history and significance. But bias, indifference, and unintentional mistakes can lead to misidentification and mispronunciation.
In line with its ongoing advocacy for equality and inclusion, Procter & Gamble has initiated a campaign to address this problem at a time when bias against the AAPI community is on the rise. Conceived by agency R/GA, the integrated campaign aims to inspire conversation and encourage people to learn how to say AAPI names, because feeling a sense of belonging in society starts with one’s name. The campaign includes this film, titled The Name, which quickly chronicles the life of a Korean American girl named Yeong Joo (yUHng-ju) taking the audience on a journey from the day she is born, to an uncomfortable situation at school. While completely unintentional, the simple action of having her name mispronounced causes Yeong Joo to feel alienated and dismissed. However, the meaning of Yeong Joo’s name comes to life in the actions of her friends, allies and herself.
The Name was directed by Goh Iromoto via production company Sanctuary.
