The Drum Awards Festival - Official Deadline

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Client: Ad Council
Date: Jul 2020
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To draw attention to the antisocial and racist treatment of members of the Asian and Pacific Islander (API) community since the outbreak of Covid-19, the Ad Council has unveiled ‘Fight the Virus, Fight the Bias’ as part of its ‘Love Has No Labels’ campaign.

Donald Trump unashamedly referring to Covid-19 as the ‘Chinese virus’ did nothing but encourage 2,000 reported incidences of discrimination and hate speech against the API community, as the current pandemic continues to see an increase in bigotry and racism.

According to a recent survey conducted by Pew Research Center, 31% of Asian adults have reported being victim to racial slurs or jokes since the outbreak, and 58% of Asian Americans say this behaviour has increased in frequency.

'Fight the Virus, Fight the Bias' intends to combat the harmful stereotypes, with a film that encapsulates the fear felt by those at the receiving hand of anti-API discrimination. Through a series of personal recounts, it tells the sad tale of abuse against members of API community who feel physically blamed for the virus.

Pulling off their face-masks, each narrative details how they are ‘not a virus’ but an essential worker, working tirelessly to help the world cope with the ongoing pandemic. ‘Fight the virus, fight the bias’ they say in unison as the spot concludes. Alongside the PSA, the campaign includes an AR filter, available on the Love Has No Labels Instagram page in the effects tab, to encourage users to show solidarity.