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:
Las Vegas Review-Journal | June 29, 2023
Stop Asian Hate Rally takes over Clark County Regional Justice Center
NBC 3 | June 29, 2023
Viral attack on Las Vegas Filipino American prompts 'Stop Asian Hate' rally
ABC 13 | June 29, 2023
‘Loud and proud:’ Asian community stands against hate crime in Las Vegas
The Nevada Independent | June 29, 2023
Filipino American leaders to hold rally for Las Vegas senior attacked in his home
Yahoo News | June 27, 2023
The result? Because of enormous public attention and pressure, the District Attorney was forced to file felony hate crime charges against the perpetrator, who is now going through the justice system. Just as importantly, we were able to create saturation-level press coverage and awareness about the issue, sending a powerful message that all hate crimes are unacceptable.
Home care workers have some of the most important jobs in the world, supporting seniors and people with disabilities. Despite their essential work, the 13,000 home care workers in Nevada have been shamefully underpaid for over a decade, with average wages stagnating at around $11 an hour.
The Hailstone team led the communications strategy to increase their wages, which included a torrent of news stories, op-eds, social media and grassroots mobilizations.
The result? In the summer of 2023, we helped achieve a historic victory by passing a $16 minimum wage for workers and a 42% funding increase for the industry through the state legislature. These changes will not only be life changing for home care workers, but will also recruit and retain the workforce to provide quality care to clients. Check out this story which we garnered in Nevada's largest newspaper:
Winning historic $16 minimum wage and funding increase for Nevada home care
Las Vegas Review-Journal