Spread AAPI Love - A storytelling platform for Stop AAPI Hate

Uplifting AAPI voices and reframing public narratives through sharing stories of joy, culture, and solidarity.

overview

How do you create a platform that celebrates AAPI experiences without re-traumatizing users? For Stop AAPI Hate's Spread AAPI Love campaign, I designed an interactive storytelling site where people shared their stories of celebration, resistance, solidarity, and resilience during Asian Heritage Month 2024.

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I created an experience that made story-sharing feel approachable and joyful, resulting in 19K+ active users , 30K+ page views, and 118 stories featured, all within the AANHPI Heritage Month of 2024.

Live Site

2024 Data Insights

Timeframe

April 2024

industry

Nonprofit / Social Impact / Community Tech

team

Myself - Lead UX Designer

Ana - Lead Developer

Angie - Project Manager

Yanik - Creative Director

Delivered

High-fidelity interactive prototype built in Figma
Modular story submission system supporting multiple formats (text, video, audio, etc.)
Dynamic story discovery tools including theme-based filters and content-type tagging
Custom illustrations and visual assets to support tone and narrative
Social-integrated story carousel designed for sharing across platforms

PROBLEM

How might we shift AAPI narratives from those rooted in trauma to those grounded in pride and resilience?

While anti-Asian hate conversations have increased visibility, AAPI narratives remain largely untold or filtered through trauma. During Asian Heritage Month, Stop AAPI Hate needed a platform to uplift authentic asian voices while visually shifting the narrative from harm to healing in a way that feels celebratory.

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The challenge was to create an interactive experience that:

centers real stories without re-traumatization
inspires community engagement
increases awareness during AANHPI Heritage Month.
and uplift AAPI pride. All on a tight timeline.

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THE SOLUTION

An interactive platform that invited people to share their experiences of celebration, solidarity, and resilience

The design balanced emotional sensitivity with visual vibrancy and clear CTAs, making storytelling feel approachable and not overwhelming.

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1. An Inviting Entry Point

Immersive homepage with stories of varying themes
Clear CTA to share your own story or explore all stories
Theme filter to narrow down stories.

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Homepage with scroll progress bar, theme filter and floating stories

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2. Individual Story Experience

Carousel navigation with arrows to easily view the next story
Enabled one-click sharing to Facebook and Twitter to expand reach

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Individual story experiences shown in various format

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3. Enabling Story Discovery

All Stories page with filterable grid

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All Stories Page (a living archive of AAPI resilience and pride)

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4. Simplifying Story Submission and Providing Flexibility

A simple form asks the user to select theme(s) for their story, format and basic info (which doesn't get revealed)
Multiple format options (written, image, video, voice) enables flexibility.

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Userflow for sharing a story

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5. Building Emotional Connection Through Design

Focused on uplifting aesthetics: vibrant purples, pinks, limes, and blues
Warmth and authenticity through hand-drawn elements

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OUTCOME

Successfully launched for AANHPI Heritage Month 2024!

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First Month Results (May 2024):

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Community Impact:

93% of AAPIs expressed cultural pride.
84% believed in collective action to end racial discrimination
Strengthened partnerships with community organizations, influencers, and corporate ERGs
Got featured in multiple news outlets and publications

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Featured in Feminist, Axios San Francisco, 4 NBC Los Angeles

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Key Takeaways

Design for healing: Uplifting aesthetics and positive framing shifted narrative from trauma to empowerment.
Iterative design accelerates delivery: Early stakeholder feedback kept the project on timeline.
Accessible storytelling amplifies impact: Multiple formats and easy sharing made participation feel approachable.
Visual identity drives emotions: Bright, inviting colors and organic shapes created warmth and encouraged participation.
Platform replication request from another client (validation of solution effectiveness)