Our Heritage 5K is a free community run organized by Asians Are Strong during AAPI Heritage Month. The fifth annual event connected Japantown and Chinatown through a route highlighting cultural landmarks, local history, community partners, and Asian American stories.

I developed social media and email content that positioned the 5K as a welcoming cultural experience for runners, walkers, families, and community members.

The event brought together a race, historic landmarks, prizes, community activities, and a documentary collaboration with CAAMFest.

The campaign needed to organize these elements clearly while showing that participants did not have to be serious runners. They could walk, take photos, bring friends, and experience the route in their own way.

• Developed a two-month social media and email content plan

• Created campaign themes, post concepts, and draft copy

• Planned stories about landmarks in Japantown and Chinatown

• Developed playful content designed for different types of participants

• Supported messaging for the CAAM and RE collaboration

• Wrote a promotional email focused on registration, prizes, and event details

• Organized content around registration, race week, event day, and follow-up

Welcome Different Ways to Participate

Messaging emphasized that people could run, walk, stop for photos, or enjoy the route with friends and family. Concepts such as “Choose Your Runner” helped more people see themselves in the event.

Turn the Route Into a Story

Content highlighted locations including Tin How Temple, the International Hotel, and the Asian American Community Heroes mural. This positioned the route as an experience shaped by migration, resilience, identity, and community.

Promote the Full Experience

The campaign brought together prizes, giveaways, local business perks, cultural candy, finisher medals, and the post-run celebration. The promotional email used the message “Free run. Free prizes. Free perks.” to make the benefits clear and encourage registration.

Connect the Event to a Larger Story

Content tied the run to AAPI Heritage Month, the event’s fifth anniversary, and the RE documentary collaboration with CAAM. This helped present the 5K as more than a one-day race.