3 in 5: A Call for Representation

In today’s world, where media and advertising shape the stories we see and hear, there’s an undeniable gap in representation. 3 in 5 Asian Americans feel underrepresented in advertising content. Despite being a powerful consumer group, projected to have a buying power of $1.3 trillion by 2022, Asian Americans remain largely invisible in media and overlooked by brands.

That’s where 3 in 5 comes in. We are a movement committed to changing this narrative. Our goal is simple yet powerful: to highlight and elevate Asian American stories in the media and advertising industries. We believe these stories are not only compelling but essential in reflecting the diversity of today’s society.

Our Mission

At 3 in 5, we believe representation is not just a buzzword it’s a necessity. The influence of Asian Americans in culture, business, and society is undeniable, yet brands have failed to authentically represent this community. Our mission is to bridge this gap by encouraging brands, agencies, and content creators to integrate authentic Asian American stories into their work.

We aim to inspire change, not just for the sake of representation, but because it’s good business. When businesses align with culture, they create meaningful connections that resonate with their audience.

The 3 in 5 Challenge aims to combat the underrepresentation of Asian Americans in media, where 3 in 5 feel unseen in advertising. We invite creators to submit PSA ideas to raise awareness, with the winning entry featured during Asian American Pacific Heritage Month. Despite having a projected buying power of $1.3 trillion, Asian Americans are often overlooked by brands. Open to all, the challenge has no entry fee, with submissions due by April 23, 2021. Together, we can ensure 3 in 5 becomes 0 in 5, making authentic representation a reality.

About Justin Deveau

Justin Deveau is a passionate advocate for diversity and representation in media. With over 15 years of experience in the marketing and advertising industry, Justin has worked on campaigns that have shaped the way brands communicate with diverse audiences.

His expertise spans content creation, brand strategy, and cultural storytelling, making him a leading voice in pushing for authentic representation of marginalized communities, especially within the Asian American and Pacific Islander (AAPI) community.

Throughout his career, Justin has consistently highlighted the importance of telling real, impactful stories that resonate with underrepresented groups. His belief in the power of media to drive social change led him to spearhead the 3 in 5 movement, where he aims to ensure that the voices of Asian Americans are amplified and integrated into the mainstream.

Justin Deveau
Justin Deveau

Justin’s personal experience as an advocate for inclusion, along with his professional background, has fueled his mission to create campaigns that not only sell products but also reflect the diversity of the world we live in. His work has been recognized by industry leaders, and he remains committed to fostering meaningful change in how brands connect with their audiences.

When he’s not leading initiatives like 3 in 5, Justin can be found mentoring young creators, sharing his knowledge at industry events, and contributing to discussions about the future of media representation.

Justin Deveau’s Blog: A New Chapter in Personal Product Reviews

Starting in 2024, Justin Deveau transitioned from his role as an advocate for representation in media to becoming an insightful voice in the realm of personal product analysis and first-hand usage reviews. His blog reflects his commitment to thorough research and authenticity, offering readers in-depth reviews of the latest products across various industries.

From technology gadgets to everyday household items, Justin provides practical advice on how to use these products effectively, drawing on his personal experiences to give readers honest and actionable insights. His content is known for its transparency and focus on helping consumers make informed decisions.

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Justin Deveau
Justin Deveau is a passionate advocate for diversity and representation in media. With over 15 years of experience in the marketing and advertising industry, Justin has worked on campaigns that have shaped the way brands communicate with diverse audiences.

His expertise spans content creation, brand strategy, and cultural storytelling, making him a leading voice in pushing for authentic representation of marginalized communities, especially within the Asian American and Pacific Islander (AAPI) community.

Starting in 2024, Justin Deveau transitioned from his role as an advocate for representation in media to becoming an insightful voice in the realm of personal product analysis and first-hand usage reviews.

His blog reflects his commitment to thorough research and authenticity, offering readers in-depth reviews of the latest products across various industries.
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