AWARE
Role: Lead designer of a team of four designers, Sole photographer
Always Watching for Asian-American Rights & Equality (A.K.A. A.W.A.R.E.) is an anti-Asian hate campaign that targets businesses in Sacramento, CA, to take a pledge to create safe public spaces by intervening and reporting racial discrimination and racial hate crimes.
the Problem
Amid the rise of COVID-19 in 2020, anti-Asian hate was spreading like a virus across the globe. Between March 19, 2020, and February 28, 2021, Stop AAPI Hate, an organization that documents incidents of racial discrimination and/or violence towards Asian American and Pacific Islanders, received 3795 reports.
Women reported 2.3 times more hate incidents than men. Incidentally, the most common site of the incidents was located by businesses (35.4%), and the second most was on public streets and/or sidewalks (25.3%).
Sacramento, CA, was one of the cities with the highest number of anti-Asian hate crime reports.
the Solution
We decided to target businesses in Sacramento to make it a safer place.
I led the art direction for a team of three other designers to create a campaign that aims to address Asian American discrimination on-site by creating safe environments in public spaces through community effort, physical awareness, and visual reminders. This puts our campaign in a different position than Stop AAPI Hate, which focuses primarily on legal reforms, and HATE IS A VIRUS, which focuses on social media campaigns. AWARE targets businesses and public spaces directly to address Asian American discrimination directly.
the Result
I researched and designed a magazine spread for the campaign, along with the literature, advertising (using original stock photos I shot on my Nikon D3400), and merchandise, plus the UI for the website and app.
Research & the Editorial Magazine
Our design team did research on the anti-Asian hate and discrimination issue tied to COVID-19 and designed an editorial on the issue.
the AWARE Vest & Stickers
Store employees who participate in our program will wear our campaign vests. Businesses will place stickers in the most visible spaces to signal to customers that they will be protected from racial abuse.
the Website & Mobile App
Social Media & Advertising
Twitter/X
For campaign promotion purposes, we will be utilizing Twitter as the main social media site. The demographics of the users' age range show a significant portion that falls within our ideal 18-35 range, and the political interests of the service's users indicate they will be willing to join our campaign.
Outdoor Advertising
Billboards can be displayed in malls or other prominent public or business spaces. The billboards will be 10 x 40 ft.
We will also post posters in various sizes in public spaces to show our social positioning.
(Available for purchase on the website.)
More Merchandise
This small stress cube helps users feel more at ease while traveling through dangerous areas. It is small because it is meant to be travel-friendly and fit in pockets to be discreet about feeling nervous and wary.
Flashlight keychains will be especially useful in dangerous environments while traveling at night.
Rechargeable phone cases are great for keeping the battery of your phone recharged, which may come in handy in case there is an emergency or a hate crime to report.
Our pepper spray has over 150 sprays, making it a long-lasting self-defense tool.
Buttons, shirts, bags, and hats are available for purchase to show solidarity with our campaign. They also signal that the wearer understands our mission and will act if they see someone being discriminated against or witness a hate crime.
Whatever you do,
DON’T DO NOTHING.