Insight & Strategy
Since COVID-19, Asian hate has skyrocketed, yet it flies under the radar. Name changing isn’t questioned, and the microaggression it symbolizes isn’t on our radar. When names are changed, we prioritize linguistic comfort over the identity of the person making the change. So, we started with the simple - by building a custom dictionary with Microsoft. This strategy made the action of seeing Asian names without a red underline something real and tangible - making sure Asian-Canadians knew they belonged.