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 combat fire with fire. Instead of instructing people on how to behave, we engaged our own comedian - James Roque, to discuss these jokes and memes in a funny way.
I
Newshub talking about the campaign. Nothing like free publicity.
MY ROLE