The big idea.

After a shocking rise in violence against Asian Americans in 2021, the world needed a unified home where people could come together to condemn racism, donate to organizations focused on creating lasting social change, and easily share "how to help" across their social channels.

That’s where GoFundMe saw a gap—one that we could help fill. So we built a multi-channel fundraising campaign rooted in viral social sharing to support our AAPI brothers and sisters. To kick off the campaign, we partnered with dozens of celebrities and influencers to share an easily recognizable graphic as a call to action.

That graphic—one that I helped create—would become the symbol of a movement that raised over $7M, was reshared across the internet, and led to the creation of two viral videos.

This campaign was awarded a trophy at the 14th annual Shorty Awards.