Yurou Zeng

Challenge

Activism is defined as the policy or action of using vigorous campaigning to bring about political or social change. My task was to pose an issue I was passionate about and create an advertising campaign that would inspire change. 

Process

The brainstorming process involved an ungodly number of post-its. I wrote down a rather detailed list of issues I'd like to explore, I also included notes on why people should care about the issue and the potential audience I'd like to reach out to. I eventually narrowed down my topic to Asian stereotyping and representation in media. Not only was the topic culturally significant for me, it is also something that's been covered a lot in news media recently.

Different ideas I had were: tutoring culture in Asia, stereotypical Asian genius, yellow fever in dating apps, and Asian leads in Hollywood.

Different mediums I considered were: Snapchat stories, magazine ads, billboards, and subway ads.

As the final poster shows, I went with the lack of Asian representation in media, or specifically, in Hollywood and the film industry. The audience that I wanted the campaign to reach are TV and film producers, managers and really anyone involved in the entertainment business who has a say in casting decisions. I am imagining the poster displayed on a digital billboard smack dab in the middle of Time Square, but I think it would work just as well in a page of a magazine (it'd be like inception, magazine within a magazine). 

Previous Iterations

Using Format