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“Inner Circle” spotlighted how AANHPI communities naturally share trusted information within close-knit circles—turning that insight into a culturally resonant PSA encouraging emergency preparedness via Ready.gov/plan. Guided by focus groups and crafted by a team over 90% AANHPI, the campaign prioritized authenticity, cultural nuance, and representation both on- and off-screen to foster action and build preparedness through community trust.
Our objective was to empower Asian communities in the U.S. to prepare for emergencies. Research showed preparedness was deprioritized despite past experiences. The key challenge was navigating cultural and linguistic diversity to deliver a message that felt relevant—not alarming. Multigenerational households added complexity, but also offered a trusted pathway to share preparedness habits through family-centered communication.
We built our strategy on behavioral research and focus groups to uncover insights on AANHPI attitudes toward preparedness and test creative concepts. Targeting household decision-makers and tapping into the trusted “Inner Circle” led to messaging that resonated and motivated action. As of March 2025, the campaign generated $4.1M in donated media and 32.4M impressions across TV, radio, and OOH—driving awareness and behavioral shifts in emergency planning.
Preparedness conversations can feel daunting and are often deprioritized in AANHPI households due to cultural norms and pressing priorities. We addressed this by breaking steps into simple actions and embedding subtle, meaningful cues—like cookie tins and green oil—that foster recognition and trust. These everyday items grounded the PSA in authenticity, helping the audience feel seen and making preparedness feel both approachable and empowering.
Midjourney was utilized in the early creative concepting phase to generate visual mock-ups for reference purposes only. AI was not used in any parts of the final execution.
