More Than A Stereotype

Stereotypes aren’t new.
They are based on prejudices. The AAPI community needs to be seen for who they are, not what you associate them with.

Team art director

Co-created with alyssa dancel

the quick run-down

Faces are the first thing we take notice of, and people are often stereotyped the moment they are seen.

In a series of experiments by Princeton psychologists, Janine Willis and Alexander Todorov results show that:

“All it takes 1/10th of a second to form an impression of a stranger from their face.”

The second Asian, Asian American, and Pacific Islanders are seen, they are devalued and minimized because of implicit biases and associations. Even self-proclaimed socially-aware Americans are unaware of the biases and stereotypes ingrained in them.

out of home

To help the movement gain traction, we’ll utilize billboards in high-traffic metropolitan areas.

Our key visuals highlight real people from the AAPI community, coming face to face with
the discrimination they experience daily. Our messaging explains the historical, political, or racial context of each association.
We know who we are but we continuously find ourselves explaining who we’re not.

Instagram filters

Engaging directly with the Asian community and creating space for them can be encouraged through the use of Instagram filters. People who are unaware of the harm of stereotypes can scroll through our Instagram to learn more with our infographics, as well as through our website in bio!

Website

A movement is nothing without a home base. Our website includes community discussion on the history of stereotypes and associations on marginalized groups, as well as a donation fund, divided amongst a number of Asian-American organizations across the nation.

We also created a store in case anyone is interested in gifting mercy, with all proceeds added to our donation fund.