A Better Fortune

The #1 takeaway food in the UK is East and Southeast Asian food and yet the ESEA community faces one of the highest rates of hate crimes in the country. Our Better Fortune campaign successfully encouraged people to not just love the food, but to love the people who made them.

 Launched during Lunar New Year, our limited edition fortune cookies has inspired the community, and beyond to ask for support and report any hate experienced.

From OOH to social as well as a sampling activation within London China Town, the campaign gained 600% increase in reach and even made it to the Houses of Parliament.

This campaign won Gold for Best Use of Media at the international FAB awards.

Campaign Magazine | LBB | Creative Salon | MarCom News

Charity client: On Your Side

Agency: The Gate

Creative team: Hannah Bituin & Becky Reynolds

CD: Rob Bovington

ECD: Lucas Peon

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