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Advertising and Design

  • 22 Jan 2023
  • 3 min

Celebrating Chinese New Year

We've teamed up with On Your Side charity to support East and Southeast Asian communities through protective Spring Couplets. Chinese New Year decorations that protect anyone who can read them.

Its Chinese New Year (aka: Lunar New Year or Spring Festival) this Sunday 22nd January, we’re taking some time at Leith to observe and celebrate the Year of the Rabbit (or Cat) to help bring creative energy, fresh ideas and new perspectives.

In 2023, the Rabbit is the symbol of longevity, peace, and prosperity and is predicted to be a year of hope. So, why do we call it the Year of the Rabbit? In the Chinese zodiac, there is a 12 year cycle of animals that represent the Lunar calendar. The signs are determined by the year, as the moon repeats its cycle every 12 years, so there are 12 signs altogether. Here’s a handy Zodiac calculator if you’d like to find out yours!

The COVID-19 pandemic has had a profoundly negative effect on East and Southeast Asian communities globally, due to the origins of the virus starting in China. In the early months of the pandemic, there was the rise of the ‘Stop Asian Hate’ movement in the U.S with the UK also reporting a three-fold increase in hate crimes. Sadly, there are still many people who continue to live in fear everyday.

On Your Side Campaign

Leith is launching a new campaign with On Your Side, a UK-wide support and reporting service for anyone in the UK who identifies as East and Southeast Asian who has experienced racism or any forms of hate. They offer a free 24-hour helpline offering support for victims of racism and other forms of hate in the UK.

Spring couplets are red banners that are traditionally used for blessings and good wishes. They are a set of 2 poetic phrases historically meant to protect your home, which is why they are often placed at doors/entrances.

John McPartland, Creative Director, Marion Miranda, Copywriter and Debbie Morgan, Art Director from Leith's Creative team have designed a creative campaign that uses these spring couplets to encourage the community to have a safe and prosperous new year.

We created a hidden message directed only to those who would be able to read them to help raise awareness, using a QR code that takes you directly to the On Your Side website.

It’s a discreet way for people to report and find support for anti-hate crimes, plus helping to promote safety and protection to ESEA communities and open up conversations with our colleagues and the public.

The banners will be distributed out to different organisations like local universities, community centres, Stop Hate UK and other member groups to reach as many people as possible.

Partnering with On Your Side has been an inspiring and empowering way for Leith to act as a supportive ally, and collaborate on an important cause using creativity. We’ve discovered insights on how we could be more diverse and inclusive with the design and copywriting, plus understand the different respective cultures for ESEA backgrounds to position this campaign so it was accessible to everyone.