Procter & Gamble - The Name
Launched during AAPI Heritage Month, “The Name” is an integrated campaign chronicling the journey of a young Korean-American girl’s childhood, as she grows up with her name and her identity.
P&G came to R/GA for a creative solution rooted in empathy, acceptance and digital innovation in the wake of bias and violence against the AAPI community.
The Case Study
A hero film leads to an embedded digital experience for users to input their Asian names or that of close ones, leading to an accurate phonetic pronunciation, and a custom shareable video for social, so their larger social circles can learn them too. Additionally, dialogue guides for employers allow organizations to foster acceptance with actual meaningful action — to help AAPI individuals feel like they belong.