Ajinomoto Group Takes Out the Hate in newest marketing campaign
The Ajinomoto Group donates to the Asian American Legal Defense and Education Fund in the United States
As part of a larger COVID-19 reaction in the United States and worldwide Ajinomoto Health and Nutrition North America Inc. (AHN) and Ajinomoto Co., Inc., a winner of the World Branding Awardswill donate $ 100,000 / £ 82,000 to the Asian American Legal Defense and Education Fund (AALDEF), an organization that addresses the needs of Asian Americans who are disproportionately affected by the pandemic.
The donation coincides with the launch of a "Take Out Hate" campaign that encourages Americans to support their local Asian-owned restaurants by ordering takeaway meals (known as "takeout") and support messages on Instagram, Facebook and Twitter.
Asian-American restaurants are particularly affected by the pandemic due to unsubstantiated concerns about the virus. As a result, Asian restaurants have been closed significantly more often than others. Without collecting resources and showing local support for this needy community, it's easy to imagine a post-COVID world without so many of the restaurants that have become an integral part of the American landscape.
"The need for unity and understanding has never been so great," says Tia Rains, Senior Director of Public Relations at AHN. “We are proud of our legacy and as a company that was founded on the discovery of MSG, we are no stranger to the effects of unfair stigma. We all have a role in supporting our communities, promoting understanding and advocating the truth. "
AALDEF has a 46-year history of protecting the civil rights of Asian American communities across the country. The importance of their work in addressing critical needs and providing resources – especially for Asian restaurant owners and workers affected by a pandemic – cannot be underestimated today.
"Aid requires a concerted effort," says Rains. "We stand with those in our industry facing increasing adversity, and as part of it, we look forward to contributing to this respected organization and the work that will support it."