Gold House reshapes global power

About This Project

Summary

We’ve engaged a multi-prong campaign to rebrand the Asian Pacific diaspora “Gold.” Directly attacking two prominent stereotypes of our community (“cheap” and “weak”), gold is both expensive and enduring while unifying the diverse facets of our diaspora. Our strategy includes: 1) redefining mainstream narratives; 2) key campaigns including the A100 List and events like Gold Gala to solidify marquee portrayals; 3) viral spectacles; and 4) sustainable programs to measurably ensure societal impact.

Goals & Objectives

Our goals are 1) to increase the positive perceptions of Asian Pacific communities and 2) solidify leadership through key industries and the success markers they prioritize (e.g. Oscars in film; IPOs in business).

Results & Impact

Asian community is the only minority group to see a significant on-screen representation increase in the last 5 years.