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.
Create a new way for employees to experience Lunar New Year.
Chinese buffets and performances were becoming tired methods of celebrating Lunar New Year. Discovery wanted an authentic way to display the holiday’s values.
We interviewed employees who celebrate Lunar New Year and conducted secondary research on the holiday.
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.
Reconnect employees with long-distance loved ones on Lunar New Year.
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:
New York City
We installed a birth chart at each location to help employees determine which Chinese zodiacs belong to their friends and family members.
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.
Co-Chair: Vivian Chang
Global Lifeworks & Inclusion Specialist: Cydny Henry
New York Correspondent: Kimberly Dyleuth
Los Angeles Correspondent: Chau Hoang
London Correspondent: Victoria Alvarez