Seemingly “small” acts of bias–like misidentification and mispronunciation–reinforce a sense of non-belonging that, over time, creates conditions for overtly violent acts. Our work with Procter & Gamble shines a light on the importance of a name—from the meaning it carries, to the cultural identities and histories it can contain. In turn, it calls on all of us to learn, respect and honor everyone’s names, signaling belonging and acceptance from the start.

The campaign’s hero film, “The Name”, tells the story of a Korean American girl named Yeong Joo [yUHng-ju] Park as she grapples with her identity amidst the biases she encounters growing up.

Reaching over 164 million visits in the campaign’s first 40 days, the campaign’s site further unpacks the importance of a name and the biases behind misidentification and misinformation. Within the site, a ‘Share Your Name’ tool invites members of the AAPI community to amplify their own story and continue the conversation across social media with their own custom name graphic.

The campaign’s hashtag, #OurNamesBelong acts as a centralized place for members of the AAPI community to share their name and stories. Over 382,000 people joined in, including visionary AAPI actors, athletes, thought-leaders and more. 

Global Executive Creative Director: Gabriel Cheung
Group Executive Creative Director: Por Hsian Zhang (Xavier Teo)
Creative Director: Leah Alfonso
Art Director: Woohyun Lim
Executive Producer: Sonal Heda
Copywriter: Maya Shaddock
Senior Content Producer: Greg Netter
VP, Executive Strategy Director: Meghann MacKenzie
Senior Visual Designer: Samuel Kim