Wieden+Kennedy film campaigns against rising levels of Asian hate crime

A year ago Wieden+Kennedy’s Asian-American Affinity Group created a powerful message in short form film to convey how they were being affected by Covid-19.

Now it’s more relevant than ever.

Hate crimes against the Asian-American community surged by nearly 150% in 2020 and there is an urgent need to spread awareness.

Wieden+Kennedy has updated last year’s “Call-it Covid-19” message and is re-launching it through earned and paid channels to share the message with a wider audience and encourage conversation in our communities.

This film uses disturbing images set to a poem with some chilling language to highlight anti-Asian discrimination.