American Heart Association – "Today You Were Ready" CPR PSA
Empowering Asian American Women with Lifesaving CPR Skills
Role
Art Director – Led creative development from concept to multilingual execution.
Overview
Collaborated with the American Heart Association on their inaugural Asian-focused PSA campaign, "Today You Were Ready," aimed at raising awareness of Hands-Only CPR among Asian American women. Oversaw the creative process from initial ideation and pitching through scripting and production, ensuring culturally resonant storytelling and broad accessibility through multilingual assets.
Key Contributions
Concept Development: Crafted a unique narrative highlighting AAPI women, emphasizing cultural relevance and engagement.
Multilingual Asset Production: Directed the creation of campaign materials in multiple languages, expanding reach across diverse demographics in the USA.
Training Video Localization: Supervised the adaptation of CPR training videos into various languages, maintaining instructional integrity and cultural sensitivity.
Quality Assurance: Managed the production team to uphold high-quality standards across all video and print assets.
🏆 This campaign was honored with the 2024 ANA Multicultural Excellence Award.
