Informing and Empowering AAPI Communities
Creating a must-read briefing on Asian American + Pacific Islander power, politics, and influence.
THE CHALLENGE
Asian Americans and Pacific Islanders (AAPIs) are the fastest-growing demographic groups in the country and have emerged as a powerful voting bloc. Yet many AAPI voters continue to feel sidelined from important policy conversations and lack the information necessary to fully participate in our democracy.
THE SOLUTION
In 2018, I co-founded The Yappie, a first-of-its-kind newsroom designed to inform and empower the next generation of AAPI leaders and voters. Fiscally sponsored by the Asian American Journalists Association, The Yappie aims to fill the historic gap in AAPI civic journalism, and is the only publication dedicated to tracking the rise of AAPI power.
SOCIAL MEDIA
1 million+
impressions across Twitter, Instagram, Linkedin, Facebook, and Reddit in 2021
REACH
31,000+
unique website visitors on theyappie.com between January 1 and December 28, 2021
GROWTH
1,000+
newsletter subscribers gained exclusively through word of mouth
THE NEWSLETTER
A New Kind of Briefing
Inspired by Washington’s love of newsletters, The Yappie publishes a comprehensive rundown of the week’s policy news and activism affecting Asian Americans and Pacific Islanders and explores how AAPI communities are shaping politics like never before.
The newsletter’s core readership includes leading AAPI organizations, congressional offices, the White House, and state legislatures across the country, along with 1,000+ subscribers gained exclusively through word of mouth and social media.
THE WEBSITE
Unmatched Coverage of AAPI Power
theyappie.com is a home for great AAPI stories and journalism, created by the next generation of AAPI political reporters. Through longform “deep dives,” interviews, breaking news alerts, and nonpartisan analysis, The Yappie meets the growing information needs of AAPI voters, advocates, and policy professionals.
SOCIAL MEDIA
A Digital First Approach
Designing with Figma and a carefully curated trio of Google Fonts, we developed a sophisticated and flexible visual brand that allowed our reporting to shine across multiple social platforms, especially Instagram.
ELECTION 2022
The Margin of Victory
During the 2022 midterm elections, The Yappie team created a comprehensive, interactive homepage giving readers the ability to view key race calls and analysis at a moment’s glance.
The final election homepage on November 17, 2022, shortly after the GOP won back control of the House of Representatives.
Every Race, Every Call
Using data sourced from the Associated Press, Ballotpedia, and the major political parties, The Yappie published alerts on every House and Senate race featuring an Asian American candidate.
Credits: Video produced by Andrew Peng and Dan Hu. Header photo courtesy of the White House.
