The Power of 'The Name' - Page: FutureVision Article Detail Page

P&G’s “The Name,” a look at a young Korean-American girl’s relationship to her name Yeung Joo, was influenced by R/GA’s Asian Voices Culture Collective, who helped craft a poignant story about an AAPI experience that’s universally relatable.

The power
of 'The Name'

How P&G's celebration of AAPI heritage came to life

“Everyone is so aware of the violence,” said R/GA Creative Director Leah Alfonso, who worked on the campaign. “It's really,  ‘What is the absolute simplest next step that we can just do as a culture or as Americans to come together in support of the communities that are being targeted?’”

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“When we presented the pitch, the clients loved it straight away because they could identify with it,” R/GA VP, Executive Strategy Director Meghann MacKenzie said.

“Every single parent of every single background has this moment where when their kid is born, they think about the future,” Alfonso said. “There’s a universality in thinking about ‘what are all of the ways that I can protect them and make sure that they have the best life possible?’”

Balancing universality and specificity

A mother holding her newborn baby wrapped in blankets, while her father sits at the side of the hospital bed

Screenshot: Mother holding baby Yeung Joo

"The Name" Screenshot: Kitchen

Reframing “American” advertising

Reaching beyond "the moveable middle"

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“I shared the campaign with Korean clients who have Anglicized names,” MacKenzie said. “They all separately emailed me with their Korean names and their meanings. It’s incredible to see all the stories that came out of that.”

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