Stop The Hate Media Campaign
To build public awareness of the Stop the Hate Program administered by the California Department of Social Services.
A joint venture of the California State Library and the California Commission on Asian and Pacific Islander American Affairs (CCAPIA), this grant program aims to build public awareness of the Stop the Hate Program administered by the California Department of Social Services, which provides support and services to victims and survivors of hate incidents and hate crimes and facilitates hate incident or hate crime prevention measures. Grants are awarded to ethnic media outlets and collaboratives serving communities that are historically vulnerable to hate incidents and hate crimes.
ArrowGTP is contracted by the Vietnamese American Artists and Media Association for website development of the online resource library, creative graphic design, photography, video production of the proposed speaker series, and advertising and marketing services.
Goals
- Increase awareness of the Stop the Hate program and the services provided.
- Boost the use of services by survivors.
- Educate and engage communities about hate incidents and hate crimes.
- Reduce stigma surrounding the reporting of hate incidents and hate crimes.
- Promote community healing and cross-cultural and cross-racial collaboration.
Approach
- To build an online Vietnamese Library of Resources about Stop The Hate and Stop Asian Hate
- To conduct community outreach with the goal of social empowerment and justice
- To encourage the community to spread acceptance and promote inclusivity through personal stories and direct messages from influential Vietnamese-American figures.
- To provide and inform the public about available resources to combat Asian Hate
- To reach a wider audience of Vietnamese American immigrants and refugees
- To create an embracing and empathetic community
- To bridge the generational gap between 1st generation with limited English proficiency and 2nd generation Vietnamese-Americans who might only speak English
- To partner with community-based organizations and other media outlets
Results
- Newsletter Y1 Recipients: 121,775 | Opens: 26,914 | Clicks: 2,058
- Newsletter Y2 Recipients: 94,758 | Opens: 22,612 | Clicks: 1,538
- Completed OUTPUTS as of 5/9/24
- 5 Original Articles
- 9 Translated Articles
- Creation of videos to reach different audiences
- Continuous expansion of the current Interactive Hate Resource Map through the development of other useful features and adding more addresses of interest
- Organize an information booth for community outreach purposes at a community event - 4 events
- 34 Bi-monthly e-newsletters
- Collaborate with a mental health clinic and host an online or in- person talk about the effect of hate/violence and mental well- being
- KPI Metrics (Social Media, Website, Newsletter, In-Person Events, Materials)
- Y1 Impression: 325,085 | Reach: 111,244 | Action: 10,724
- Y2 Impression: 180,947 | Reach: 65,558 | Action: 4,428