For many Asian Canadians living outside major cities, there’s often a feeling of being unseen, as recognition and representation tend to focus on larger urban centers. The TD brand recognized this emotional gap and launched a campaign for Asian Heritage Month 2023 that put a spotlight on communities in Canada’s smaller towns and remote regions. The campaign celebrated inspiring stories like Shirley Chua-Tan who brought the Yukon Asian Market to her community, and Vijay Singh Parmar, who helped Grand Prairie, Alberta, build its first cricket pitch. By sharing these deeply personal stories, TD demonstrated its unwavering support for all Asian Canadians, not just in major cities but across the country, reinforcing its role as a bank that values every community, no matter how remote.