Unarchived Online Campaign

Introduction:

Based on the events in the film Unarchived, the South Asian Canadian community will create an online campaign to implement a plan to highlight the efforts of the South Asian Canadian Legacy Project. This initiative aims to draw attention to the organization and the work they do to engage the community and showcase the incredible immigrants who now call Canada home. Through a carefully planned and executed online campaign, the initiative will raise awareness bring the community together, and provoke action towards preserving cultural histories using the modern technologies we have at our fingertips today.

Audience:

  • Cultural enthusiasts or historians interested in Canadian history. 
  • Younger generations who are active on social media platforms and will come across the campaign. 
  • Schools and educators interested in incorporating cultural heritage topics into their curriculum.
  • Organizations interested in preserving and celebrating cultural heritage within their communities.
  • South Asian Canadians

Spokespeople:

  • Dr. Satwinder Kaur Bains: Director of the South Asian Studies Institute at the University of the Fraser Valley
  • Joan Mayo providing firsthand information and content.
  • Individuals from diverse backgrounds sharing personal stories and experiences related to cultural heritage, adding authenticity and relatability to our campaign messages, specifically those who lived on Paldi or grew up as a South Asian in Canada.
  • Staff from the South Asian Canadian Digital Archive.
  • NFB “Unarchived” producers Hayley Gray and Elad Tzadok.

Research:

  • Evaluating the target audience’s demographics, interests, and habits through market research, social media analytics, and surveys .
  • Examining historical documents, archived resources, and cultural artifacts to find captivating stories and graphics for the campaign.
  • Engaging stakeholders by working together with historical sites and museums, cultural experts, and community organizations to ensure the campaign content is correct and authentic. 
  • Interview and get first hand information from those affected by this initiative.

Content:

  • Interviews, stories, and short clips with historians and community members. This will provide a quick visual depiction of why it is so important to support this legacy. 
  • Go live on social media, or host webinars where many people can contribute, discuss, and share their stories and experiences. 
  • Post lots of pictures, videos, and behind-the-scenes content for users to engage and interact with.
  • Articles that provide facts and historical stories and images/videos.
  • Offer forums to encourage conversation based on certain topics.
  • Encourage viewers to donate to the research and spread the word about the campaign and its goals.

Brief Calendar: I have created a 6-month plan to implement this online campaign

Month 1:

  • Research
  • Determine target audience
  • Decide which platforms will be used

Month 2: 

  • Pre-make content to have to post continuously. 
  • Prepare to launch the website and social media.
  • Begin to advertise and spread awareness about the upcoming launch of the campaign
  • Create a posting schedule to ensure posts go out regularly, and are in an effective order.

Month 3:

  • Officially launch pages.
  • Respond to questions and concerns
  • Continue to post and educate
  • Encourage people to share the media

Months 4-6: 

  • Analyze if the initiative is effective
  • Adjust content accordingly
  • Engage users
  • Thank viewers for their support
  • Continue to educate and encourage viewers to continue the legacy.

Conclusion:

The Unarchived Online Campaign represents a strategic effort to use digital platforms and storytelling to raise awareness and foster engagement around cultural heritage preservation. This campaign will inspire others to speak up and raise awareness about other incredible cultures in Canada. By engaging the target audience through compelling content and meaningful interactions, we aim to inspire action and create lasting impact in preserving cultural legacies for future generations. By using first-hand information from South Asian Canadians, as well as those who researched and took special interest into the culture, this campaign will be relevant and meaningful to those affected and those who want to learn more about these Canadians.