The Problem
When COVID-19 hit Aotearoa, there was a significant spike in racial attacks aimed at the Asian community. Most of these attacks were taking place online, in the form of memes and jokes. The Human Rights Commission and the Ministry of Ethnic Communities approached us to help address this issue.
The Solution
We chose to focus on ‘middle NZ’, those sharing racist memes and jokes without really thinking. And instead of telling them what to do, we engaged a comedian - James Roque, to discuss these jokes and memes with them in a light-hearted way.
Newshub talking about the campaign. Nothing like free publicity.
MY ROLE