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Agency Network: 
Published/Aired: 
March 2020

Description

The campaign features bottles of hand sanitizer bearing the message “Stop the Spread.” But while people might think the bottles are aimed at curbing coronavirus, they bear messaging aimed at getting them to consider their actions towards the Asian community.

The wording on the label mimics that found on standard bottles of hand sanitizer, except it has been replaced with pointed messages about xenophobia. Under uses, for example, is the phrase “Protects against toxic behaviour,” while other messages on the label include “Works best with common sense” and “Keep (intolerance) away from children.” The bottles drive people to an informational website, StopTheSpread.ca.

The global rise of the coronavirus and subsequent media attention has led to an alarming rise in a different kind of sickness—racism directed towards the Chinese Canadian community. The past weeks have seen a marked uptick in stories about people avoiding Chinese restaurants and other Asian-owned businesses, and verbally attacking Asian people online or in public.

It mirrors the upswing in racism that accompanied the 2003 SARS epidemic, which the Conference Board of Canada estimated had a $1.5 billion impact on the Canadian economy—$1 billion in Toronto alone—as travellers avoided the city.

“Globally, xenophobia and racism towards Chinese and other Asian communities have been on a rapid rise since the outbreak of the novel coronavirus. This upswing of racism closely mirrors the racism experienced by Chinese in Canada during the 2003 SARS outbreak, and must be confronted,” says Amy Go, Interim National President of the Chinese Canadian National Council for Social Justice.

The bottles of hand sanitizer were distributed on Tuesday, March 3 in high-traffic areas in Toronto, including Chinatown, Yonge-Dundas Square, and Nathan Phillips Square.. The work was developed pro bono by Toronto creative agency The Hive.

Direct advertisement created by The Hive, Canada for Chinese Canadian Council of Canada for Social Justice, within the category: Public Interest, NGO.

Advertising Agency: The Hive, Toronto, Canada
Chief Creative Officer: Simon Creet
Creative Director: Meghan Kraemer
Associate Creative Director: Mitch Duesling
Art Director: Teresa M. Depaz
Writer: Nicholas Schembri
Director of Production: Yilma Campbell
Director: Cameron Tomsett
Project Management: Cecilia Hui, Brandon Vignali
Digital Content Strategist: Lauren Hildebrand
Photography: Mark Ralph
Production Company: School Editing
Editor: Mark Morton
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