Read full press release by The Asian American Foundation
Summary
On July 22, 2025, The Asian American Foundation (TAAF) unveiled its “Asian+American” campaign, a national initiative celebrating the multifaceted identity of Asian Americans by rejecting the false choice between being “too Asian” or “not American enough.” Central to the campaign is a 60‑second PSA titled “Beyond, Together,” narrated by Sandra Oh and directed by Sean Wang, offering a poignant exploration of identity pressures and the freedom to embrace dual heritage. Accompanying the film are striking portraits by photographer Jingyu Lin, set to appear across billboards, social media, and other public spaces.
TAAF cites 2025 STAATUS Index data showing only 23% of Asian Americans—and just 20% of those aged 16 to 24—feel fully accepted for their racial identity, and many have historically felt compelled to abandon aspects of their culture or language to fit in. In partnership with creative agency Wieden+Kennedy New York, TAAF aims to provoke an honest, identity-affirming dialogue and inspire pride through the hashtag #AsianPlusAmerican.
Beyond storytelling, TAAF is collaborating with Right To Be and Asian Americans Advancing Justice (AAJC) to launch a national “Train-the-Trainer” curriculum focused on bystander intervention in bias and anti‑Asian hate, targeting 10,000 participants in the first year. Norman Chen, TAAF CEO, emphasizes that true belonging begins with visibility and conversation. This campaign is designed to spark both.
