[VT – NEW YORK] July 22, 2025 — The Asian American Foundation (TAAF) has launched a national public service campaign titled “Asian+American”, aiming to celebrate the diversity and complexity of Asian American identity at a time when many in the community report feeling marginalized.
The campaign centers around a 60-second PSA film titled Beyond, Together, narrated by award-winning actor Sandra Oh and directed by Oscar-nominated filmmaker Sean Wang. It is accompanied by a series of portraits and visual assets that will appear on billboards, digital platforms, and social media nationwide.
According to TAAF’s latest STAATUS Index, only 23% of Asian Americans say they feel fully accepted in the U.S. because of their racial identity. Among younger Asian Americans aged 16–24, that figure drops to just 20%. The organization says the campaign is a response to the identity challenges many Asian Americans face, often feeling pressured to choose between their Asian heritage and their American upbringing.
“The campaign encourages Asian Americans to embrace all parts of who they are — not to shrink or compromise in order to ‘fit in,’” said Norman Chen, CEO of TAAF. “Belonging starts with being seen and heard.”
In addition to the film and imagery, TAAF is partnering with Right To Be, a nonprofit focused on anti-harassment training, to launch a “Train-the-Trainer” program. The initiative will equip local leaders to deliver workshops aimed at countering bias and promoting community safety, with the goal of reaching 10,000 participants in its first year.
The PSA and its accompanying visuals reflect a broader cultural shift, as many Asian Americans reclaim their native languages, family traditions, and original names. The campaign also comes amid continued reports of anti-Asian hate and violence, which surged in the wake of the COVID-19 pandemic.
Director Sean Wang described the project as deeply personal: “Through my work, I’ve tried to define my own Asian American identity. This campaign is an extension of that journey and a celebration of everyone navigating those complexities.”
Sandra Oh added that lending her voice to the campaign was “an honor,” saying, “It’s a message made with love — for our community, and for the world to understand us more fully.”
TAAF is encouraging Asian Americans and allies to join the conversation by sharing their own stories using the hashtag #AsianPlusAmerican and tagging @TAAForg on social media.
For more information and to view the film, visit: AsianPlusAmerican.org
