Johns Hopkins students develop campaign to combat coronavirus-related racism

May 21, 2020


The marketing campaign, created for the university’s Advertising/Integrated Marketing Communications course, addresses harmful labels students have experienced firsthand


Incidents of hate crimes, assaults, and harassment are increasing, especially against Asian-Americans and Asian immigrants in the United States, according to the Anti-Defamation League, which fights antisemitism and discrimination. This uptick, the ADL reports, is linked to misinformation and fear surrounding the spread of COVID-19, which was first detected in China.

A team of Johns Hopkins undergraduates is confronting that rising trend of discrimination through a marketing campaign they developed to combat racism on campus and beyond. Their project, “Connect to Protect,” was developed as part of the Advertising/Integrated Marketing Communications class, offered through the Whiting School of Engineering’s Center for Leadership Education. The marketing campaign is designed for the McCain Institute’s Peer2Peer: Protective Project, a national marketing initiative that empowers university students to combat targeted violence and hate through the development and deployment of dynamic, integrated campaigns.

The student campaign features social media challenges, online trivia games, and informative and reflective blog posts on a student-designed website. The team also created a “Labels” initiative, which includes both video and social media elements. In the video, class members and their friends create labels that reflect discriminatory words they’ve been called. One Asian student holds up a label reading “corona.”

Read more at The Hub.

Back to top