Generating massive avalanche of international press coverage for Stop Asian Hate rally

In the summer of 2023, the Hailstone team was enlisted to bring public attention to a brutal hate crime against a 75-year-old Filipino man in Las Vegas. The local community coalition was struggling to raise awareness about the issue and the District Attorney had let the perpetrator off with only a misdemeanor, not hate crime charges. We enthusiastically answered the call, garnering dozens of local, national and international news stories, and helping to ensure justice for the victim. Our strategy included:
 

• Connecting the individual attack to the larger national trend in rising hate crimes, in order to maximize coverage.

• Extensive outreach to local, national and international press, including the Asian American Pacific Islander media.

• Generating frequent, powerful social media content to amplify the press coverage.

• Prepping leaders of the Filipino community with highly effective media training and talking points.
   

Our work generated scores of news stories with a potential audience of over 300 million people, equivalent to spending more than $700,000 in advertising dollars. Much of the press coverage ran as the top stories for newspapers and TV, day after day. Here's a small selection of media we got placed: