Stop AAPI Hate’s new PSA memorably illustrates all the hate incidents that go unreported

Venables Bell + Partners is out with a new PSA for Stop AAPI Hate that artfully finds a way to visually illustrate victims of hate incidents in the Asian Pacific community who often go unnoticed. Directed by Zoe Neary, the minute-plus film shows everyday scenes with onscreen text about hate incidents against Asian Americans and Pacific Islanders—it is estimated that one in five AAPIs have recently experienced a hate incident, translating to millions of AAPIs nationwide. But as the spot progresses, we realize there’s something we’re not seeing. As the hidden figures are revealed one by one, the spot urges AAPI viewers to report hate incidents at stopaapihate.org. Che-Na Stephenson, group creative director at VB+P, said she has personally experienced the traumatic impact of AAPI hate. “Recently, on my routine walk home, a group of people started yelling racially derogatory slurs at me,” she said. “I was shocked and felt anger, fear and sadness. It's disheartening to realize I was targeted simply because of my Asian features.” Stephenson continued: “AAPI hate is not just an isolated incident but a deep-rooted issue that needs to be addressed. It’s a painful reminder that prejudice still exists in our society, despite our progress toward inclusivity and acceptance. Our community must speak up so that these incidents are no longer ignored. I’m grateful to VB+P for giving me and my team the opportunity and creative freedom to work on issues that impact real people’s lives.” “Our communities are once again reeling from the mass shooting in Allen, Texas, a violent act of hate in which eight people were killed, including four Asians,” said Manjusha Kulkarni, co-founder of Stop AAPI Hate and executive director of AAPI Equity Alliance. “It’s a reminder that two years after the COVID-19 pandemic sparked a wave of hate incidents, we’re still on edge—about the possibility of not only physical attacks but also workplace discrimination, verbal harassment, vandalism and other forms of hate.” Kulkarni added: “While many AAPIs remain fearful and anxious, we also know that many feel hesitant to report or don’t know where to report hate incidents. Encouraging people to share their experiences is essential in creating effective solutions to end anti-AAPI hate—and we are proud to partner with Venables Bell + Partners on a campaign that does just that.”

Stop AAPI Hate’s new PSA memorably illustrates all the hate incidents that go unreported

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