May 6, 2021 - Politics & Policy

New cultural campaign aims to "accelerate impact" for Asian American communities

Photo of a protester holding a sign that says "I am not invisible"
Photo: Tayfun Coskun/Anadolu Agency via Getty Images

The Asian American Foundation (TAAF) and a coalition of partners launched a new cultural campaign Thursday to drive funding and support for the AAPI community.

Why it matters: The See Us Unite campaign is backed by big names, including the Ford Foundation and MacArthur Foundation, and comes as Asian American leaders push to address a yearlong spike in deadly anti-Asian violence.

Details: The multi-platform effort is designed to "accelerate impact," according to a release. Funds raised from the campaign will go toward community organizing, education and solidarity-building initiatives.

  • It will launch nationwide and feature high-profile Asian Americans such as actor Daniel Dae Kim and tennis star Naomi Osaka.
  • A broadcast event exploring Asian American history will air on May 21, featuring testimonials from leading Asian American advocates including Amanda Nguyen, Ai-Jen Poo and Karthick Ramakrishnan.

What they’re saying: "Ultimately, our culture is our greatest asset in our effort to change hearts and minds," said Sheila Lirio Marcelo, executive producer of the See Us Unite campaign, TAAF board member and Care.com founder.

The big picture: The Asian American Foundation is leading a $250 million effort to aid AAPI causes, supported by donors including Yahoo co-founder Jerry Yang, Alibaba co-founder Joseph Tsai, Amazon, Walmart and Coca-Cola. 

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