Comcast NBCUniversal Introduces “We Belong,” a Multimillion Dollar Initiative in Support of Asian American Pacific Islander Heritage Month
During Asian American Pacific Islander (AAPI) Heritage Month, Comcast NBCUniversal will celebrate the extensive and often unrecognized contributions that the AAPI community has made to American history, culture and everyday life with a cross-portfolio campaign that spotlights how the community is woven into the fabric of this country with the central theme: “We Belong.” Comcast NBCUniversal has committed over $10 million of media support to air the campaign across its national and local TV outlets, as well as its digital platforms, showcasing the AAPI community’s influence across every aspect of our society and bringing to light to not only the racism the community is currently experiencing, but also to the long history of exclusion and discrimination it has received throughout American history.
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“The recent increase in anti-Asian violence – and the seemingly endless acts of social injustice that we continue to see against so many of our communities – have been difficult to witness,” said Craig Robinson, Executive Vice President and Chief Diversity Officer for NBCUniversal. “It’s not only our responsibility to report on these stories, but also to celebrate the AAPI leaders and changemakers who are doing great work every day.”
Starting today, networks across the NBCUniversal portfolio will participate in an on-air roadblock in the 8 p.m. ET hour. The “We Belong” Anthem spot (:60 and :30 versions) will serve as the official launch of NBCU’s Asian American Pacific Islander Heritage Month celebration. Additionally, social media handles across the portfolio will participate in a roadblock at 12 p.m. ET, flooding consumer feeds with the “We Belong” Anthem spot and hashtag #AAPIxNBCU. Additional creative will be released throughout the month of May on-air and on social platforms.
Comcast NBCUniversal has also committed $2 million in direct support and resources to Asian-led and Asian-focused social justice and nonprofit organizations working to address violence against the AAPI community. These grants will help fund educational outreach and advocacy efforts to deescalate hate crimes and are in addition to the nearly $10 million in existing commitments this year to AAPI organizations through the Comcast NBCUniversal Foundation and social impact programs. Select grant recipients include: