During the pandemic of 2020, when the world was reeling with uncertainty, a quiet force rose in America. Asian business leaders stepped up and showed what strength, innovation, and hope truly looked like. Even as anti-Asian sentiment surged, they moved with courage, compassion, and an unwavering drive to make things better. 

Reckitt Benckiser brought us together to amplify this spirit. In close collaboration with Reckitt’s CEO Cynthia Chen, we shaped and co-authored Be A Helper, a book that celebrates the powerful resilience of Asian leaders pushing forward against the odds. Partnering with UK illustrator Alexander Jackson, we brought over 30 vibrant caricatures to life. The book spotlighted leaders such as Eric Yuan of Zoom, Minjae Ormes of Visible, Kathryn Kai-Ling Frederick of Live Nation, Michael Hsu of Kimberly Clark, and Chieh Huang of Boxed, each delivering a message loud and clear: Asians are here to contribute, to innovate, and to lift communities higher. 

Be a Helper is a tribute to those leading with empathy, taking responsibility, and showing the world how to make a meaningful difference. We were honoured to stand alongside the Asian community, turning adversity into a movement of unity and strength.