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Chinese Canadian National Council

Stop the Spread of Racism

COVID-19 is spreading around the world. As fear and anxiety begin to take hold, underlying racism and discrimination is bubbling to the surface. Chinese employees are told to go home, exhibiting no signs of illness. Restaurants and shops in Chinatown are seeing less traffic. Acts of violence and aggression are becoming more common. The stigma is becoming more dangerous than the virus itself. We must Stop the Spread of Racism. We partnered with The Chinese Canadian National Council for Social Justice to raise awareness around this issue facing the Chinese community. Dressed in STOP THE SPREAD of RACISM hazmat suits, BAs handed out branded hand sanitizers that played with directional copy to inform the public about the misinformation and blatantly irrational racist fears circling the virus. And we got people talking.

Objective

Raise awareness about provoke discussion about the rapidly increasing levels of racism and xenophobia being directed towards the Chinese Canadian community in light of the coronavirus outbreak.

Execution

Hand sanitizer, re-labeled with a STOP THE SPREAD OF RACISM messaging was handed out in high traffic areas, capturing the attention of Torontonians and press alike.

Value

Coverage of the stunt, and the issue across all major news publications in Canada and around the world.

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News:
A Specially Branded Hand Sanitizer Aims to ‘Stop The Spread’ of Racist Coronavirus Stigma
Next Case: Tennessee Apple
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