Michelle Lee

Asian Cultural Alliance

 
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BACKGROUND

 

During my employment with Discovery Inc., I served as Co-Chair of its Asian Cultural Alliance. In my role, I led a team that launched campaigns and programs to engage Discovery's global network with cultural diversity.

 
 
 

THE ASK

 

Create a new way for employees to experience Lunar New Year.

 
 
 

THE PROBLEM

 

Chinese buffets and performances were becoming tired methods of celebrating Lunar New Year. Discovery wanted an authentic way to display the holiday’s values.

 
 
 

THE RESEARCH

 

We interviewed employees who celebrate Lunar New Year and conducted secondary research on the holiday.

 
 
 

THE REALIZATION

 

1. An important tradition of Lunar New Year is to gather with extended family.   

2. More than half of Discovery’s Asian American employees have a family member who lives in Asia.

3. It takes two vacation days on flights alone to visit Asia, but the average employee receives 10 vacation days per year.

Bottom line: Discovery’s employees weren’t celebrating Lunar New Year with their families because they live too far apart.

 
 
 

THE OPPORTUNITY

 

Reconnect employees with long-distance loved ones on Lunar New Year.

 
 
 

STRATEGY

Send a small gesture that travels a long way.

 
 
 

HOW WE DID IT

We created a form of communication that is cheaper than flights, but more valuable than a “Happy New Year” text. I designed a line of 12 Chinese zodiac postcards, each one with its own unique illustration and color scheme. This provided the ability to personalize messages according to each recipient’s zodiac.

 
 
 
 
 

Our team distributed 1,500 postcards to Discovery offices in four major cities:

 
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Washington, D.C.

New York City

Los Angeles

London

 
 
 

We installed a birth chart at each location to help employees determine which Chinese zodiacs belong to their friends and family members.

 
 
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On Lunar New Year day, postcards were displayed for free grabs. By the end of the event, more than 300 employees from four offices across three continents used them to mail their new year wishes.

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MY ROLE

Experiential strategy

Campaign launch

Graphic design

Event coordination

MY TEAM

Co-Chair: Vivian Chang

Global Lifeworks & Inclusion Specialist: Cydny Henry

New York Correspondent: Kimberly Dyleuth

Los Angeles Correspondent: Chau Hoang

London Correspondent: Victoria Alvarez