More than three in five Asian Americans say they rarely see people who look like them in U.S. advertising, according to Morning Consult polling. That finding has inspired Omnicom to launch a public service announcement initiative to increase representation of Asians in advertising and to stop anti-Asian racism.
Starting Friday, April 9, Omnicom will begin inviting creatives to submit completed PSAs that recognize the underrepresentation of Asians in American ad media and foster AAPI storytelling as part its new “3 in 5” contest, spearheaded by employee resource group Omnicom People Engagement Network.
Entrants will have until April 23 to submit their work via a dedicated website, with a winner announced the following week, in time for the PSA to begin rolling in May, which is Asian American and Pacific Islander Heritage Month.
The winning PSA will be selected by a trio of AAPI creative leaders: Musa Tariq, the chief marketing officer at GoFundMe; Eric Toda, global head of social marketing at Facebook; and Daniel Oh, senior VP, creative director of copy at Marina Maher Communications.