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Advertising space from McDonald's was leveraged by this agency to boost their Public Service Announcement (PSA) advocating against anti-Asian hate.

Fast-food chain approached for potential advertisement space by IW Group

Advertising Inventory from McDonald's was Leveraged by the Agency to Boost Their PSA Regarding...
Advertising Inventory from McDonald's was Leveraged by the Agency to Boost Their PSA Regarding Anti-Asian Discrimination

Advertising space from McDonald's was leveraged by this agency to boost their Public Service Announcement (PSA) advocating against anti-Asian hate.

The multicultural agency IW Group took a bold step in response to the rise of anti-Asian hate during the pandemic, launching a campaign called "Wash the Hate." Telly Wong, senior vice president of the IW Group, stated that the intention of the campaign was to bring attention to the racism faced by the Asian American Pacific Islander (AAPI) community during Covid-19.

The campaign was initiated by Jasmine Batchelor, the Senior Vice President of the IW Group. In March, the agency noticed a surge in anti-Asian hate incidents, prompting them to take action.

The "Wash the Hate" campaign features a dedicated website and a celebrity-fueled PSA. The initial plan was an in-person stunt, but lockdowns prevented it from happening. Despite the setback, the campaign gained traction among young people on social media.

The IW Group assembled a task force to address the issue, working tirelessly to create a campaign that would resonate with the public and raise awareness about the problem. The task force's efforts paid off, as "Wash the Hate" became a rallying cry for those seeking to combat racism and promote unity.

The "Wash the Hate" campaign aims to bring attention to the racism faced by the AAPI community during the pandemic and to encourage people to take a stand against hate. The campaign serves as a powerful reminder that everyone has a role to play in promoting a more inclusive and welcoming society.

In a time when hate crimes against the AAPI community have been on the rise, the "Wash the Hate" campaign offers a glimmer of hope. By working together, we can create a world where everyone is treated with dignity and respect, regardless of their race or ethnicity.

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