Support and hate crime reporting service On Your Side has collaborated with The Gate London to launch a compelling new campaign centred on Lunar New Year.
Entitled ‘A Better Fortune’, the initiative aims to commemorate the new year whilst highlighting South Asian communities in the UK.
Produced in collaboration with Brave Spark and supported by The Asian Leadership Collective, the campaign centres the fortune cookie as a symbol of East and South East Asian presence in the world.
It also highlights how it serves as a complex diasporic symbol that shines light on the complex histories of migration, discrimination and racism and why we support is needed for the ESEA community.
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The campaign is set to unfold across various mediums including OOH, social and digital platforms, with the fortune cookie being used to spark discussion.
On social media influencers, allies and members of the ESEA community will unbox fortune cookies and share personal experiences and thoughts to promote a better understanding and allyship.
In addition, on Tuesday 13 February The Gate and On Your Side will be distributing fortune cookies across China Town with the intention of capturing people’s attention and initiating discussion about the cause.
Celebrated from 10 February, the Lunar New Year is typically marked by hope for a better year ahead. Addressing the impact of hate crime, the messages will reframe the recipient as future allies and act as a poignant reminder that those who love the food should also show the same support and love for the people.
The Gate creative director Rob Bovington said: “To challenge perceptions and rally allies, we chose to grab people’s attention at the opportune moment. A fortune cookie is not only culturally relevant it’s the perfect medium to engage a captive audience — encouraging lovers of Asian food, during a meal to show love and support for the ESEA community in the face of hate”.
On Your Side project manager Victina Tse added: “Lunar New Year is a significant time for celebration, reflection and coming together. It’s fitting that during this period, we draw attention to the acts of hate against the ESEA community”.
“A Better Fortune Cookie sees to harness the UK’s love for ESEA food to encourage understanding, support, and unity to while also making sure ESEA communities know we are there to support them if they ever do experience hate.”
