After 46 years, AAPI Equity Alliance (AAPI Equity) transformed itself from its former name of A3PCON to encompass the legacy of its forebearers and a refreshed vision to reflect the changing landscape of the Asian American and Pacific Islander community in Los Angeles County.
APPROACH
In consultation with their staff and executive board, we conducted a creative brief to identify AAPI Equity’s evolving leadership and growing influence in the local and national advocacy stage, member organizations’ expansive impact in diverse communities and their trusted voice among media and policymakers.
IMPLEMENTATION
The rebrand from A3PCON, an organization with a longstanding history dating back to 1975, into AAPI Equity in 2021, was informed by creative brief sessions with the executive staff and guided heavily by community input. This led to the creation of a new organization name, mission statement refresh, updated logo, development of key messages such as an internal manifesto and an announcement to current member organizations–gifted with rebranded Bento boxes and cookies.
We continue to support AAPI Equity’s communications efforts and media relations as advisors on messaging, programming, capacity building and media briefings.
Strategic communications looks to who their key audiences are and helps guide the organization’s messaging and communications with internal and external stakeholders.
Click to view the results
OUTCOMES
Successful rebrand of the organization name and mission statement to reflect current issues and goals for the AAPI community
Hosted 7+ media briefings and press events to date, garnering media coverage from local, general market and ethnic media outlets including, ABC, NBC, San Francisco Examiner, Univision, Radio Korea, The Korea Daily Los Angeles, American Kahani, EDI Media and Viet Bao Daily News, reaching Latino, Khmer, Korean, Indian, Chinese, Sri Lankan and Vietnamese communities
Organized a news conference addressing the first reported incident of anti-Asian violence in Los Angeles County in 2020; event included local AAPI leaders with County and City officials, setting the groundwork for Stop AAPI Hate, a national nonprofit for reporting anti-Asian hate incidents
Supported the design and release of the Blue Shield of California Foundation funded report, “Domestic Violence in 5 Los Angeles Asian Communities”; media coverage included 8 outlets, including Alenteshar Newspaper, Ethnic Media Services, India West, Korea Daily, Korea Times, The Korean News, The Los Angeles Post and World Journal
