“Fight the Virus. Fight the Bias.”

The COVID-19 pandemic has triggered an increase in racial violence and hate speech against the Asian Pacific Islander (API) community. One in three Asian adults report being victim to slurs or jokes because of their race or ethnicity since the outbreak began. Over half admit it is happening more frequently now than before the pandemic.*

“Fight the Virus. Fight the Bias.” is an extension of the iconic Love Has No Labels campaign. The film challenges viewers to join the fight in stopping the spread of racism and discrimination against the API community. It highlights the personal stories and resilience of diverse individuals from the API community. Many have personally experienced heightened discrimination and/or harassment throughout the pandemic.

“At a time when hateful rhetoric and racially-fueled discrimination are plaguing the API community, it’s critical that we all play a role in dispelling the racist misconceptions and actions pervading our country,” said Ad Council President and CEO Lisa Sherman. “We hope this film will inspire Americans to rethink their biases and help put an end to the wave of racism facing the API community.”

State Farm^® is a Love Has No Labels brand partner. We provide support by promoting content across our channels. In addition to funding the campaign, we show support during the year through online and offline activations. These include social messaging, custom content creation and employee engagement events.

Learn more about the movement at lovehasnolabels.com/fightvirusbias. 

*Numbers are regularly updated at StopAAPIHate.com.