How to Speak Asian American
AsianUntold, Digitas
Asian Americans are often viewed as "difficult" to understand by both Asians and Americans.
How to Speak Asian American is a campaign created to connect to Asian American audiences and challenge others to put in the work to understand our experience.
OUT-OF-HOME
QR codes reroute users to unique URLs containing the context/nuance to that specific moment.
Translation: There is no battle quite like the fight for the check after a family dinner.
Translation: Many Asian American families slap melons to gauge ripeness. Sometimes a bit too hard.
Translation: Many East Asian parents offer sliced fruit instead of apologizing verbally.
Translation: Chai tea is a redundant phrase, as chai directly translates to tea in English.
SOCIAL MEDIA
Created by Digitas as a response to the rise of violence against Asian Americans, AsianUntold focuses on uplifting Asian American narratives and voices.
Stories collected from activists and Asian American icons are shared on @AsianUntold as posts and reroute to the AsianUntold website. Each unique narrative is accompanied by an editorial illustration.
ANTHOLOGY
Narratives are compiled into a visual dictionary and anthology sold to help raise funds to fight anti-Asian hate.
The anthology is also cross-translated to share between generations and cultural barriers.
PODCAST
Role / Art Direction, Illustration, Strategy
CW / Raven Faux + Audrey Siaw-Asamoah
Design / Samanthah Santana
Awards
MAIP Project Winner - Digitas
