OBJECTIVE: Celebrate Asian American Pacific Islander Heritage Month by cultivating cultural understanding and empathy through food
During the month of May, we asked Asian Tippie College of Business students to showcase some of their favorite meals that remind them of their heritage. We believe food is one of the most important gateways to comfort and emotional connection, so we wanted to provide a platform where students could share their culture. By sharing these stories on our platforms, we wanted our audience, mostly Tippie students, to empathize and share an understanding with our subjects about Asian culture. The goal of this empathetic understanding was to create a more harmonic Tippie community.
Conception to execution was a three-week turnaround. This campaign was heavily inspired by Uninterrupted's Fly By series.
Jessica Tse tells us what it was like to grow up as the daughter of Korean immigrants, takes us to gather ingredients for her favorite dish, jjajangmyeon, and explains the important role of food in her family.
Kaiwal Patel tells us what it was like growing up as one of the only Indian kids in a Caucasian setting in small-town Iowa, explores the misconception between being Indian and Asian, takes us to gather ingredients for making the dish that reminds him most of home, chicken tikka masala, and speak about the connection between food, family, and culture.