The Name

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 even unintentional mistakes can often lead to mispronunciation and even misidentification. We created an anthemic film that brought the important question of "What is an American name?" to create a greater sense of belonging.

Client: P & G
Agency: R/GA
Role: Art Direction / Design 

We created a site where the AAPI community could create custom assets that celebrate
their names and educate their colleagues and friends on how to properly pronounce their names. 

4B+ Impressions
2M Engagements
164M+ Website Visits with average 5min spent
80% AAPI community felt seen + supported

Press Coverage: 
694 Earned Media placements

Creative Team: 
Xavier Teo, Gabriel Cheung, Leah Alfonso, Linda Yang
Maya Shaddock, Nathalie Tigua, Woohyun Lim, Samuel Kim

© EJLEE

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