Omnicom launched the challenge, asking creatives and communications professionals across the industry to submit PSAs that speak to the underrepresentation of Asian Americans in media, reports CampaignUS. The campaign is known as the “three in five” challenge, reflecting that three-in-five Asian Americans feel underrepresented in ads.
“Spikes in Anti-Asian hate crimes in recent weeks have led companies to speak out in support of the Asian American and Pacific Islander (AAPI) community and develop internal efforts to support Asian American and Pacific Islander (AAPI) employees,” adds CampaignUS.
“The winning PSAs will have a chance to run in more than 35 paid media partners beginning May 1 to kick off AAPI Heritage month, including The Washington Post, Warner Media, the LA Times, NBC Universal and Spotify. So far, media owners have donated more than 40 million impressions to the campaign,” says CampaignUS.