Social Media Campaign for a 'Stop AAPI Hate' Initiative

Overview 🔎

Box For Change Los Angeles is a community initiative aimed at redirecting the focus on the negativity brought about by hate crimes towards the AAPI community in March 2021. Their goal was to empower AAPI communities and build solidarity through donation-based boxing classes. To help spread awareness of this initiative, I developed social media campaigns to engage the local community.

Deliverables 📦

Campaign Ideation: To extend the local community online, I created social media campaigns to foster engagement, including:

"Tell Us Who You're Fighting For" - In response to the alarming rise in anti-Asian hate crimes, we developed a powerful video campaign to highlight the stories of those in the AAPI community who are fighting back. Through uplifting and inspiring storytelling, we aimed to promote solidarity and empower our audience to take a stand against hate. Our video showcased the voices of real people who shared their personal stories and reasons for fighting, and we shared it across multiple social media platforms to reach a broad audience. With this campaign, we successfully elevated awareness of the ongoing issue and helped to bring people together in the fight against hate.

AAPI Heritage Month - Researched and partnered with AAPI trainers in California, New York, and Washington to create a schedule of ten virtual and in-person boxing classes. The goal was to provide the AAPI community with an outlet to cope with the emotions brought on by AAPI hate, while also teaching them self-defense techniques. This initiative not only provided physical benefits but also served as a way to foster community and solidarity. Through these classes, we were able to extend the reach of Box For Change Los Angeles beyond their local city and engage both in-person and online communities.

Society Nine Giveaway - Collaborated with AAPI women-led boxing brand Society Nine to host an impactful giveaway on Box For Change's Instagram page. By teaming up with Society Nine, we were able to generate buzz, increase engagement, and support the non-profit AAPI Women Lead.

Content Creation: I designed visually stunning graphics that captivated the attention of the audience and effectively conveyed important information to support the social media campaigns.

Social Media Copywriting: As a person of the AAPI community, I used my voice to craft social media copy that resonated with our audience, sharing uplifting stories and creating a sense of connection. By telling the stories of those within our community, we were able to foster a sense of solidarity and support. My writing helped to build engagement and drive results, including an increase in donations and engagement across our social media platforms.

Results 🎉

Through the Instagram account, Box For Change was able to capture an engaged audience beyond the Los Angeles area, raise over $10k through class promotions and giveaways, and establish relationships with AAPI trainers and brands.

Takeaways 📝

Through my work on Box For Change, I learned the power of building an online community to extend the impact of an in-person initiative. By creating engaging social media campaigns and fostering relationships with AAPI trainers and brands, we were able to raise awareness and support for our cause. This project highlighted the importance of leveraging social media as a tool for community engagement and the value of authentic storytelling in connecting with audiences.