Asian Pacific Community in Action

Building trust with marginalized communities through messaging and design

The Challenge

In 2021, APCA won grant funding from CDC and HRSA (an agency of the U.S. Department of Health) to launch a campaign to help Asian American communities build resiliency for dealing with Covid.

APCA sought to work with an agency uniquely skilled in integrating brand and culture into visual identity and messaging. And they wanted to partner with a team equipped with a deep understanding of Asian American culture informing a campaign designed to overcome cultural, linguistic, and socioeconomic barriers and build trust among Arizona’s marginalized communities.

Time and budget restraints also demanded a high level of creative resourcing in designing and launching the campaign.

The Solution

A unifying message that sparks a community-based dialogue

Historic started by launching into a thorough survey of APCA’s organizational culture, Arizona’s AA and NHPI communities, and the impacts of the pandemic on marginalized communities.

This deep understanding led to a unifying message—paired with photography, video, art, and more—designed to rally diverse communities to work together for a healthier future.

The Result

Empowering marginalized groups with culturally appropriate information

Historic’s focused, decisive strategy has increased APCA’s impact among the AA and NHPI communities they serve.

Using compelling messaging, video, ads, art installations, website, editorial content, and more, the Historic team empowered APCA to increase awareness around Covid, engage its audience in an informed dialogue about vaccines, and help Arizona’s marginalized groups find accessible culturally appropriate information. 

These efforts have boosted APCA’s visibility and credibility as the premier nonprofit serving Arizona’s fastest-growing community.

Historic continues to serve as APCA’s strategic partner in developing a long-term strategy that engages AA and NHPI communities.


“Working with Historic has amplified the work of our Phoenix-based nonprofit organization with a focused strategy and simple tools that have already increased our impact in the communities we serve....”

Historic brought empathy and enthusiasm to shine a light on issues that are often unnoticed. They understood how to capture our organizational culture and also work alongside us to develop a long-term strategy to ensure our community outreach reaches the people we aim to serve.

Zeenat Hasan
APCA Executive Director

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