COVID-19’s origins in China ignited racism and anti-Asian violence. Since early 2020, hate crimes increased by 1900%.

Amidst mounting racism, a group of Asian-Americans created the #iamnotavirus movement. To amplify its message, TBWA\SMP collaborated with them and the National Association of Asian-American Professionals (NAAAP).

The movement sought help from Asian migrant medical frontliners – those risking their lives caring for COVID-19 patients yet also fall victim to racist violence.

The hashtag ignited passionate support from the Asian community and their allies.

What started online, became an on-ground battlecry in protests.