Recently, The Asian American Foundation (TAAF) launched the “Asian+American” campaign, a nationwide public service announcement (PSA) initiative aimed at encouraging Asian Americans to celebrate the complexity and beauty of their dual identities. Created in collaboration with the award-winning global creative agency Wieden+Kennedy New York, the campaign features striking visual storytelling and imagery that will be showcased across multiple platforms—from outdoor billboards to social media—designed to inspire pride among Asian Americans in being both Asian and American.
Surveys show that Asian Americans are the least likely among all racial or ethnic groups to say they feel fully accepted in the United States, with this sense of exclusion particularly pronounced among younger generations. According to TAAF’s 2025 STAATUS Index, only 20% of Asian Americans aged 16–24 say they feel fully accepted for their racial identity. For a long time, Asian Americans have often been regarded as “perpetual foreigners,” caught between being “too Asian” or “not Asian enough.” Many feel pressure to shed their culture, names, or languages in order to fit in, internalizing shame and self-doubt in the process.
At the heart of the campaign is a 60-second short film, Beyond, Together, which explores the pressures of identity experienced by Asian Americans and depicts how individuals can embrace their identities fully, without compromise. The film is narrated by award-winning actor and producer Sandra Oh and directed by Academy Award–nominated filmmaker Sean Wang (Dìdi, Nǎi Nai & Wài Pó). It is accompanied by powerful portraits shot by photographer Jingyu Lin, which will be featured widely across digital media, social platforms, and outdoor advertising.
As part of its long-term commitment to change, TAAF has also partnered with Right To Be to expand the reach of bystander intervention trainings, enhancing community safety and belonging. Right To Be, a leader in anti-harassment education, empowers individuals to safely intervene when faced with bias or harm, including anti-Asian hate and xenophobic harassment. Together, TAAF and Right To Be will launch a nationwide “train-the-trainer” program, with curricula designed by Right To Be and Asian Americans Advancing Justice (AAJC), training local community leaders to run workshops. The initiative aims to reach about 10,000 people in its first year.
TAAF CEO Norman Chen stated: “For too long, Asian Americans have had to minimize themselves, code-switch, or choose between identities in order to be seen as ‘American enough.’ We are committed to building a future where our community can be safe, thrive, and truly belong—free from discrimination, slander, and violence. Belonging begins with being seen and heard, and we hope this campaign sparks genuine dialogue so everyone can own and celebrate their full selves.”
Since the historic surge of anti-Asian hate incidents in 2020, the Asian American community has been galvanized into action, sparking a broader cultural awakening. A new wave of pride is taking root, as Asian American actors, chefs, athletes, and musicians take center stage globally. People are reconnecting with their cultural heritage—proudly speaking their mother tongues, cooking family recipes, and reclaiming names once shortened or altered under pressure. The “Asian+American” campaign is a celebration of this journey: Asian Americans no longer need to choose between identities—they can embrace both fully, confidently, and proudly.
Kevin Kaminishi, Associate Creative Director at W+K New York, explained: “The ‘+’ symbolizes turning the negative into the positive, breaking down stereotypes and misconceptions. It expands our understanding of who Asian Americans are and what they can become.” Director Sean Wang said: “With this film, I wanted to show the beauty and complexity of the community and connect with more people navigating multiple cultural identities.” Sandra Oh shared: “Speaking out for the community means so much to me. This was a project created with love.”
TAAF co-founder and board member Sheila Lirio Marcelo emphasized: “The ‘+’ is a celebration of the diversity of identities. It reminds us that while each of our stories is unique, they are deeply connected, and every part of one’s identity deserves to be celebrated and respected.”
The short film and outdoor creative works will roll out nationwide, accompanied by a public invitation: “What’s your Asian+American story?” TAAF encourages Asian Americans and allies to share their stories on social media using the hashtag #AsianPlusAmerican and tagging @TAAForg, aiming to amplify the diverse voices and identities of the community and show the world what it truly means to be Asian American.
