CALL IT COVID
also known as “A WORD”
Two versions of the same film, spanning two years.
Begging the question: Has anything changed?
THE 2021 FILM
THE 2020 FILM
Visit callitcovid.com for more.
THE CASE STUDY
SELECT FEATURES
RESULTS
SELECT PRESS
Fast Company: How to design—and redesign—a PSA to stop Asian hate
AdAge: How marketers are responding to surging AAPI hate crimes
AdWeek: Wieden+Kennedy Reintroduces Its “Call it Covid” Campaign as a Cry to Stop Asian Hate
Complex: Wieden+Kennedy’s Asian American Affinity Group Reintroduces Powerful ‘Call It Covid’ Video
Creative Moment: Wieden+Kennedy film campaigns against rising levels of Asian hate crime
CrossingsTV: “A Word” Short Film Illustrates the Power of Words and Brings Awareness to Causes of Rising Anti-Asian Hate Crimes
Fandom: Help Fight AAPI Hate Crimes and Discrimination
Yahoo Entertainment: Wieden+Kennedy's Asian American Affinity Group Reintroduces Powerful 'Call It Covid' Video
“There was no brief. Just a few people who saw a need and used their voice, their talent, and hard work to proactively fill it. It was inspiring and emotional to watch them do it.” - Jason Bagley