Late to the announcement—or perhaps just fashionably on time—The Asian American Foundation (TAAF) recently launched their powerful new campaign, “Asian+American.” Featuring a compelling 60-second PSA titled “Beyond, Together,” this initiative invites Asian Americans to fully embrace the beautiful complexity of their dual heritage—without sacrificing one for the other.
Why This Campaign Matters
TAAF underscores a pressing emotional truth: only 23% of Asian Americans—and a mere 20% of those aged 16–24—feel fully accepted in the U.S. . For too long, our community has internalized the pressure to code-switch, to “blend in,” and to choose—“too Asian” or “not Asian enough.” “Beyond, Together” flips this narrative. It radiates with their full selves—without regret, without compromise. Narrated by Sandra Oh and directed by Academy Award–nominee Sean Wang, the film is visually stunning and emotionally raw.
Raymond reflects: “What resonates most is that tiny “+” sign—it’s not just punctuation. It’s an embrace. A quiet but revolutionary insistence that we are not defined by binaries. We are more.”
Campaign in Action
Rolling out across billboards from Times Square to Downtown LA, through social media, and even portraits by photographer Jingyu Lin, the campaign’s visual presence is as striking as its message.
Beyond storytelling, TAAF has teamed with Right To Be to deliver bystander intervention training. Together with Asian Americans Advancing Justice – AAJC, they’re launching a Train-the-Trainer program aiming to empower local leaders—and reach 10,000 individuals in its first year.
Raymond Dong’s View
“For me, this campaign is not just a message—it’s a mirror. Growing up, I often felt like a puzzle piece forced to fit even when I wasn’t the right shape. There were days I tried erasing accents, names, memories—only to feel invisible. “Asian+American” isn’t just recognition—it’s liberation. It says: You don’t erase one to be seen in the other. You are both, with strength, pride, and space.”
This is what belonging can look like.
