‘Cure For Racism’ Pill Boxes Pop Up In Pharmacies Across NYC
Image via Anchor Worldwide
Another ugly side effect of COVID-19 is misdirected hate at the Asian community. To ease the spread of Asian American Pacific Islander (AAPI) hate crimes, advertising agency Anchor Worldwide planted hundreds of pill boxes claiming to be the “Cure for Racism” with an “AAPI formula” in pharmacies across New York City.
There are, of course, no pharmaceutical treatments to help this ailment subside. The boxes are part of a guerilla campaign led by Anchor Worldwide art director Kevin Bae to call for an end to the hate. New Yorkers are pointed to the website of the Stop AAPI Hate organization for resources on how to truly cure racism.
Image via Anchor Worldwide
“There is no recommended dosage of anti-racism treatment,” the pharmaceuticals-inspired packaging reads. “Only learning and understanding can help.”
“If you are experiencing racist thoughts or behavior and feel increasingly violent towards others, just stay home and rest. Forever,” infected racists are urged. “No one wants racists out on the city streets. We all belong here.”
On the side, the print tells onlookers to “introspect thoroughly” and seek help from the nonprofit “if you are experiencing irrational anger OR biased thoughts against API individuals.”
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The public can stay healthy by engaging in authentic conversations about racism, resistance, and unity with friends and family members, the packaging further recommends. Instead of getting in touch with a doctor, it is advisable for people to contact local authorities should they witness a racial attack.
“Love, compassion, introspection, empathy, courage, and conscience” are what keep the immunity of the community strong, the messaging asserts.
The visual metaphor isn’t all that far-fetched. Aaron Sedlak, chief creative officer at Anchor Worldwide, likens racism to a disease due to how it can spread and poison the mind, according to The Drum.
Taking this concept beyond shelves is a series of billboards prompting New Yorkers to “Feel mess racist, Fast!”, alongside other slogans. An accompanying QR code directs them to the Stop AAPI Hate site.
[via The Drum and Anchor Worldwide, images via Anchor Worldwide]
