SUMMARY

Asian American Pacific Islander (AAPI) Heritage Month is nationally celebrated May 1-31, 2021. Purdue Marketing and Communications has partnered with the Asian American and Asian Resource and Cultural Center (AAARCC) to amplify their stories of the giant leaps made by Purdue’s outstanding AAPI faculty, staff, alumni, and students throughout the University’s history.

Below, you’ll find helpful information, stories, and social media content regarding #AAPIHeritageMonth.

STRATEGY

While AAPI Heritage Month is nationally recognized during May, the Purdue Asian American and Asian Resource Cultural Center (AAARCC) recognizes AAPI Heritage Month from April to May each year in hopes to raise more awareness and increase celebration/recognition of AAPI culture while there is more student body population on campus. Though the following content will be shared during April and May, these stories and resources can be used any time of the year.

RESOURCES INCLUDE:

• Links to the AAARCC landing page for AAPI Heritage Month stories
• Links to the AAARCC stories
• Social graphics
• Suggested social post copy

LINKS and UTM PARAMETERS

When linking to Purdue websites from social platforms or emails, it is recommended that UTM parameters be added to the URL in order to provide reporting on the activity. The Marketing and Communications campaign URL builder allows you to easily configure these links and even request shortened Purdue-branded links.

UTM Campaign: aapi-heritage-month

UTM Medium: Social (or email)

UTM Source: Facebook, Twitter, LinkedIn, Instagram (or email newsletter name)

Links to the AAARCC’S AAPI Heritage Month Stories Landing Page:

Facebook – https://purdue.link/aapi-heritage-month-fb

Instagram – https://purdue.link/aapi-heritage-month-insta

LinkedIN – https://purdue.link/aapi-heritage-month-linkedin

Twitter – https://purdue.link/aapi-heritage-month-tweet

Links to the story “Purdue’s Asian American and Asian Resource and Cultural Center celebrates Heritage Month”:

Facebook – https://purdue.link/celebrating-aapi-fb

Instagram – https://purdue.link/celebrating-aapi-insta

LinkedIN – https://purdue.link/celebrating-aapi-linkedin

Twitter – https://purdue.link/celebrating-aapi-tweet

Links to the story “Alums Carolyn Woo and Kenneth Tan – Forces for Good”:

Facebook – https://purdue.link/woo-and-tan-fb

Instagram – https://purdue.link/woo-and-tan-insta

LinkedIN – https://purdue.link/woo-and-tan-linkedin

Twitter – https://purdue.link/woo-and-tan-tweet

Links to the story “Q & A with Monica M. Trieu – Professor of Asian American Studies at Purdue”:

Facebook – https://purdue.link/monica-trieu-fb

Instagram – https://purdue.link/monica-trieu-insta

LinkedIN – https://purdue.link/monica-trieu-linkedin

Twitter – https://purdue.link/monica-trieu-tweet

Links to the story “West Coast senior found home at Purdue through student organization and Purdue Cultural Center”:

Facebook – https://purdue.link/jp-liban-fb

Instagram – https://purdue.link/jp-liban-insta

LinkedIN – https://purdue.link/jp-liban-linkedin

Twitter – https://purdue.link/jp-liban-tweet

Links to the story “Asian Student Union Board (ASUB) creates a space for belonging”:

Facebook – https://purdue.link/asub/fb

Instagram – https://purdue.link/asub/insta

LinkedIN – https://purdue.link/asub/linkedin

Twitter – https://purdue.link/asub/tweet

AVAILABLE ASSETS

The following assets are available for download and use.  Social assets include files for Twitter, Facebook, Facebook Stories, LinkedIn, Instagram and Instagram Stories.

NOTE: If InDesign files are needed for any of these assets, please complete the marketing request form on our website.

SOCIAL MEDIA GUIDANCE

POSTING TIPS

Digital engagement is a powerful platform to share Purdue stories and posts with past, present and future Boilermakers. Here are some tips to help your posts shine.

• Keep posts short and direct
• Link all posts back to our landing page
• Include photos, videos, or GIF’s
• Use short URLS

SUGGESTED SOCIAL MEDIA POSTS

Celebrating AAPI Heritage Month

Did you know May is #AAPIHeritageMonth? Throughout the month, @PurdueAAARCC is sharing stories of Asian American, Asian, and Pacific Islander Boilermakers to highlight their early and ongoing positive impact on our campus and beyond.

Alums Carolyn Woo and Kenneth Tan – Forces for Good

@PurdueAAARCC celebrates Dr. Carolyn Woo and Kenneth Tan. As Asian American, Asian, and Pacific Islander (AAPI) Boilermakers, each of their life experiences show how compassion and perseverance can create a positive impact on our campus and beyond. Click to read their stories. #AAPIHeritageMonth #PurdueUniversity

Q & A with Monica M. Trieu – Professor of Asian American Studies at Purdue

@PurdueAAARCC celebrates Monica M. Trieu – #Purdue’s first Asian American Studies professor. A scholar whose family fled Vietnam as part of the “boat people” of the 1970s-1980s, she did not see her community’s stories represented until later in college history books, inspiring her to learn and teach about equality. Read her story. #AAPIHeritageMonth

West Coast senior found home at Purdue through student organization and Purdue Cultural Center

JP Liban celebrates his Filipino heritage and love of his Los Angeles hometown through cooking, utilizing resources at the @PurdueAAARCC, and coordinating events for the Purdue Filipino Association (PFA). Student groups like PFA were an important factor for JP and his family when choosing Purdue. #AAPIHeritageMonth

Asian Student Union Board (ASUB) creates a space for belonging

@PurdueAAARCC highlights the Asian Student Union Board (ASUB). To ASUB, connection and community are key to making #Purdue feel like a home away from home. ASUB coordinates Asian-interest organizations, activities and events. #AAPIHeritageMonth

TAGGING RECOMMENDATIONS

Please tag Purdue University Asian American and Asian Resource and Cultural Center when using these posts.

Facebook: @PurdueAAARCC

Twitter: @PurdueAAARCC

Instagram: @purdueaaarcc

CAMPAIGN SPECIFIC HASHTAGS

#AAPIHeritageMonth

CAMPUSWIDE HASHTAGS

#PurdueUniversity

#MySmallStep = Student stories

#MyGiantLeap = Faculty/Alumni stories

EMOJIS
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