The Asian American Foundation (TAAF) has unveiled its “Asian+American” campaign, a national public service initiative that will encourage Asian Americans to celebrate the complexity and beauty of their dual identities. The campaign was created in partnership with Wieden+Kennedy New York.
According to TAAF’s 2025 STAATUS Index, just 20% of Asian Americans ages 16–24 (and 23% overall) feel fully accepted for their racial identity. Following decades of being cast as perpetual foreigners caught in a balancing act of being too Asian or not Asian enough, many have felt pressure to abandon their culture, names, or languages just to fit in, often internalizing shame and self-doubt in the process.
The campaign’s centerpiece is this PSA titled “Beyond Together,” directed by Sean Wang via Park Pictures. Narrated by actor/producer Sandra Oh, the :60 explores the pressure to choose between identities and offers an intimate look at Asian American individuals embracing their full selves without limits or compromises.
In the wake of the historic rise in anti-Asian hate in 2020, Asian American communities were galvanized into action–and what followed was a powerful cultural awakening. A new wave of pride is taking root, one that fully embraces the richness of being both Asian and American. For the first time, Asian American actors, chefs, athletes and musicians are commanding the world’s biggest stages and arenas. Across the country, people are reconnecting with their heritage — proudly speaking their languages, cooking family recipes, and reclaiming names they were once told to shorten or change. The “Asian+American” campaign is a celebration of this journey: a declaration that Asian Americans don’t have to choose between identities — they belong fully, powerfully, and proudly as both.
“My own Asian American identity and sense of belonging are things I’ve attempted to define for myself through my work,” said filmmaker Wang, an Oscar nominee for the documentary short Nai Nai & Wài Pó. “Through those experiences, I’ve connected with so many others who share the unique challenges of navigating multiple cultural identities. I’m thrilled to have partnered with TAAF, W+K, Sandra Oh, and our team at Park Pictures to build on that and make something that celebrates the beauty and complexity of our community.”
