Social Media Campaign Highlights
This page showcases the biggest digital campaigns I've worked on for Asian Americans Advancing Justice Southern California (AJSOCAL).
MONTEREY PARK LUNAR NEW YEAR VICTIMS FUND
AJSOCAL responded to the Monterey Park Lunar New Year mass shooting on January 21st, 2022. Within 24 hours, in partnership with a coalition of two dozen nonprofit organizations, we set up a victim’s fund on GoFundMe, raising over $1 million for victims of the shooting, as well as providing pro bono legal support and other victim’s services. I swiftly worked on developing a social media campaign and website updates for those affected by this tragedy as my first rapid response campaign. The campaign garnered over 212,000 social media impressions organically.
The Community Dance
During AAPI Heritage Month, AJSOCAL found an opportunity of healing for the AAPI community following the tragedy through our Community Dance event at Lai Lai Ballroom with Brandon Tsay and his family. Brandon, who had disarmed the shooter at his family’s ballroom. I was tasked with creating graphics that conveyed joy to uplift the community and bring everyone together in a space for celebration and healing.
U.S. Department of Labor's Hall of Honor Induction Ceremony for the "EL Monte Thai Garment Workers"
Acting Labor Secretary and former AJSOCAL Litigation Director, Julie Su and the Department of Labor inducted a group of Thai garment workers into the department’s Hall of Honor on September 18, 2023, at the department’s Washington headquarters. The survivors, also known as the “El Monte Thai Garment Workers,” were honored for their resilience and courage in overcoming their enslavement in a sweatshop.
This campaign was very important to me not only because it is known as the first case of modern-day slavery and that led to legal reforms around human trafficking and sweatshops, but because I was able to put all this together within 2 weeks of being notified that it was happening. Previous to this campaign, I had no idea about this case or anyone's involvement from AJSOCAL. Therefore, I met with the U.S. Department of Labor along with my Communications Director to see what they had planned in terms of digital marketing assets, the live ceremony link and details, ethnic/mainstream press coverage, etc.
After getting the assets needed, I quickly went to work on creating the campaign for social media and our website. I did some research to establish the storytelling, created a shot list for staff attending the ceremony for photo/video assets, delved into our AJSOCAL historical photos and newspaper clippings from when the case happened, and wrote copy about what this ceremony meant to the organization and those involved. I am so proud of how well I executed this campaign on such short notice.
