The definitive guide and resource hub on authentic API portrayals in media, based on years of cultural consultation expertise and created with industry experts
Film and Television
From development to distribution, Gold Storybook provides guidance on creative decisions and touchpoints, leveraging real-world scenarios to illustrate how decisions in writing, casting, editing, and partnerships can shape the authenticity of API representation in film and television.
From defining objectives to measuring success, Gold Storybook provides practical guidance on creating inclusive campaigns, leveraging real-world scenarios to illustrate how decisions in campaign planning, creative production, and beyond can shape the authenticity of API representation in advertising.
Why It Matters
Even though APIs are the fastest-growing racial group in the United States, and the API diaspora is reaching 5 billion worldwide, APIs are still vastly underrepresented in front of and behind the camera.
Growth in Asian American buying power between 2000 and 2019Source
Degree to which API consumers are more likely to buy from brands with inclusive ad contentSource
Percentage of 2022 films starring API lead performancesSource
Percentage of APIs that feel their on-screen portrayal is inaccurateSource
Seen, heard, valued—engaging Asian Americans through media
In this report, Gold House and Nielsen examine how Asian Pacific audiences engage with streaming and advertising. For marketers, content creators, and media publishers, we hope you’ll see the value—and audiences—to be gained when you embrace our community.
To further power authentic representation of API women in media, Gold House and SeeHer have created the #WriteHerRight Guide for API Women to present creatives with thoughtful ways to portray API women on screen.
Why Names Matter
Gold House and Procter & Gamble are collaborating on the importance of names and pronunciations. P&G’s new campaign, The Name, brings awareness to issues of bias and inspire communities to work together to address them. With The Name, P&G elevates the importance of a name, and how meaningful gestures – like pronunciation and understanding its meaning – can create a greater sense of belonging for us all.
Why Immigration Matters
Define America’s Telling Authentic Immigrant Stories Guide details important facts and data on immigrants and immigration and includes resources about AAPI immigrant communities