Sandra Oh And Sean Wang Leads TAAF’s Latest PSA Campaign

The Asian American Foundation (TAAF), a nonprofit organization focused on serving Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities, has unveiled its “Asian+American” campaign to encourage Asian Americans to celebrate the complexity and beauty of their dual identities.

In partnership with global creative agency Wieden+Kennedy New York, TAAF launched a national PSA initiative, directed by Academy Award-nominated filmmaker Sean Wang and narrated by Emmy Award-winning actress Sandra Oh, to kick-start the campaign. Powerful portraits and images will be displayed across billboards, digital platforms, social media, and out-of-home locations.

According to TAAF’s 2025 STAATUS Index, the leading national study of Americans’ perceptions of AANHPIs, just 20% of Asian Americans ages 16-24 and 23% overall felt fully accepted for their racial identity. There are these ideas of feeling “too Asian” or “not Asian enough,” and torn between choosing one identity, culture, language, and names over the other to fit in. TAAF hopes the campaign will spark a sense of pride in being both Asian and American, especially among the younger generations.

“For too long, Asian Americans have been made to feel like we must shrink, code-switch, or choose between identities just to be seen as American enough,” said Norman Chen, CEO of TAAF, in a press statement. “At TAAF, we are focused on building a future where our community can thrive in safety, prosperity, and true belonging—free from discrimination, slander, and violence. Belonging begins with being seen and heard, and we hope this campaign sparks the kind of honest conversations that help us own, and celebrate, every part of who we are.

Directed by Wang, the campaign’s PSA, a 60-second short film called Beyond, Together, explores this pressure to choose between these two identities and “offers an intimate look at Asian American individuals embracing their full selves without limits or compromises.” The Park Pictures director has touched on his Asian American identity in his Sundance darling feature, Dìdi. So, developing the short film was not a stretch for him.

“My own Asian American identity and sense of belonging are things I’ve attempted to define for myself through my work,” said Wang, who also participated in the inaugural Sundance Institute | TAAF Fellowship 2022 cohort. “Through those experiences, I’ve connected with so many others who share the unique challenges of navigating multiple cultural identities.”

Oh, who had shared her experiences of systematic racism in Hollywood, is honored to lend her voice yet again for TAAF’s project. She had previously worked with them on the 2022 TAAF-supported PBS documentary, Rising Against Asian Hate: One Day In March.

“Lending my voice on a message so close to my heart—one that represents my community—has tremendous meaning for me,” said Oh. “Working with TAAF to highlight the intersectionality of our identities and cultures has been a project made out of love by everyone who has touched it. I’m so honored to be part of giving this message to the AAPI community and with the world.”

There has been an increased presence in AANHPI representation in all industries and on social media, with many reconnecting with their heritage, proudly speaking their languages, celebrating their foods and culture, and reclaiming their Asian names. Yet, they’re often only celebrated nationally during May for Asian Pacific Islander Heritage Month. TAAF invites the public to celebrate their pride all year round by sharing their “Asian+American” story and celebrating their declaration of being and belonging to both.

Using the #AsianPlusAmerican (and tag @TAAForg), the campaign aims to amplify the diverse voices, experiences, and identities that shape the Asian American community and show the world what it truly means to be both.

To learn more about TAAF’s “Asian+American” campaign, visit AsianPlusAmerican.org.