In the US, according to the FBI, hate crimes against Asian people have increased by over 70% in the last year.

In an attempt to reduce and combat this ignorant and worrying statistic, creative agency Droga5 has teamed up with the Asian American Federation and its Hope Against Hate community programmes on a pro bono campaign. 

The campaign’s central point is tackling the following question that many Asian-Americans and others of immigrant descent face: Where are you really from?

Entitled “I’m Really From”, this project aims to tackle the xenophobic undertones that taint the question by celebrating the complex relationships each storyteller has with the place they call home. In order to do so, the project focuses on the stories of ten Asian-Americans. 

Cleverly, the posters produced appear to be posters exoticising far-flung destinations of the Orient at a first glance. However, as the viewer looks closer, what is revealed is that the posters are actually advertising US destinations from New York City to San Diego.

The posters are exclusively available through a donation to Hope Against Hate, while the stories highlighted in the campaign will also be shared on social media and at a range of live events.