Everyone has a name. And for many within the AAPI community, a name carries history, identity, family, and pride. Yet acts of bias, mispronunciation, and misidentification can often leave Asian Americans feeling unseen and othered in everyday life.
These subtle moments, often dismissed as harmless mistakes, can quietly communicate something much deeper: you do not belong here. Repeated over time, these invisible acts can create feelings of isolation, frustration, and disconnection.
But belonging can begin with something incredibly simple: making the effort to say someone’s name correctly.
Created, directed, and produced entirely by an all AAPI team, The Name follows a Korean American family and their young daughter as she navigates questions of identity and belonging outside the comfort of home. Through everyday interactions, the film reveals how small acts of empathy, respect, and understanding can profoundly shape how someone sees themselves and their place in the world.
To extend the campaign beyond film, we also developed a custom digital tool that allowed people to phonetically personalize and share the correct pronunciation of their names socially, encouraging greater awareness, understanding, and cultural respect.
Cultural Reach
The campaign generated more than 4 billion impressions globally and became a major cultural conversation around identity, representation, and belonging. The work also inspired broader community dialogue and related programming, including events connected to the Gold House Gold Gala.
#Ournamesbelong
https://us.pg.com/the-name/
2023 Art Directors Club - GOLD CUBE Winner
2023 Effie For Social Good - GOLD Winner
Diversity, Equity & Inclusion / Positive change