The Chinese Canadian Museum is launching a breaking new ground online campaign “We Feature Diverse Perceptions” in response to the film Unarchived (NFB, 2022), which powerfully portrays cultural preservation. The objectives of this campaign are to increase audience engagement, highlight Chinese Canadian history, and promote a feeling of community pride. We will engage with a variety of audiences through the use of digital media, inform them of our goals, and motivate them to take an active role in the preservation of our common past.
AUDIENCE
“We Feature Diverse Perceptions” online campaign will be aimed at attracting those who have a strong interest in history, culture, and the preservation of cultural heritage such as cultural enthusiasts. The other audience that we would like to attract is the Chinese Canadian community. We would like to connect to individuals of Chinese descent who are interested in learning more about their cultural background and identity. Additionally, we want attention from the general public as well. The general public should be made aware of the important historical experiences and contributions made by Chinese Canadians, regardless of their background. We also want to draw attention from students and educators by providing them with resources and instructional materials to help schools and universities integrate Chinese Canadian history into their curriculum.
RESEARCH
We will conduct surveys and focus groups to understand the demographics, interests, and preferences of the target audience, including the Chinese Canadian community, the general public, students, educators, and cultural enthusiasts. According to Wu, Zhao, and Fils-Aime (2022), the average online response rate is 44.1%, which could be effective and efficient in collecting people’s perceptions of Chinese Canadians. Apart from that, it would be useful to investigate social media listening techniques to keep an eye on discussions and patterns related to Chinese Canadian history, culture, and heritage. To find trends and preferences, audience interaction metrics from past museum events, exhibitions, and online activities must also be analyzed.
SPOKESPEOPLE
The Chinese Canadian Museum will be represented in this online campaign by a varied team of spokespersons who are qualified to explain the goals, principles, and programs of the organization. These spokespeople include Museum Curators, Community Leaders, and Youth Ambassadors. The museum curator has extensive knowledge and experience with Chinese Canadian history, culture, and legacy. Since he/she manages to select the museum’s collections and displays, they are good choices to speak about the importance of the artifacts and the larger framework of Chinese Canadian stories. By collaborating with prominent members of the Chinese Canadian community, the museum can expand its audience and convey its message more effectively. Community leaders can be those who work in advocacy, teaching, or cultural organizations who have firsthand knowledge of the value of conserving and honouring Chinese Canadian history. Youth ambassadors are a useful tool for ensuring that the campaign is relevant and resonates with the next generation of Chinese Canadian leaders and influencers. Youth ambassadors can help the campaign succeed in reaching a varied and dynamic audience by offering new viewpoints, innovative ideas, and digital fluency.
CONTENT
The Chinese Canadian Museum can effectively communicate with its target audience, inform the public about the rich heritage of Chinese Canadians, and promote a sense of pride and belonging within the community by implementing a comprehensive content strategy into practice. The museum’s online campaign will act as a platform for the preservation and celebration of Chinese Canadian culture for future generations through storytelling, education, and community involvement. The blog will feature in-depth pieces by museum curators, historians, and guest writers that delve into many facets of Chinese Canadian history, culture, and identity. These blog articles will address issues including the history of Chinese immigration to Canada, the growth of Chinatowns there, and the development of Chinese Canadian cuisine. Together with instructional materials for teachers and students, the content will also include suggested reading lists, research guides, and lesson plans. Additionally, it uses multimedia components like pictures, videos, and interactive maps to improve the storytelling.
CALENDAR
This content plan serves as the launchpad for the Chinese Canadian Museum initiative’s online campaign, outlining a methodical approach to audience engagement across many digital platforms. Several blog articles will be published throughout a year as part of the campaign.
The precise goals, topics, and content priorities determined during the research and planning stage will determine how many blog entries are scheduled for the campaign. Nonetheless, aiming for one blog post every month would be a reasonable estimate to make a total of 12 blog articles over the year.
CONCLUSION
Inspired by Unarchived, the Chinese Canadian Museum’s online campaign “We Feature Diverse Perceptions” is a thrilling chance to engage with people, exchange narratives, and commemorate the rich cultural legacy of Chinese Canadians. Within our community and beyond, we hope to stimulate inquiry, encourage understanding, and advance cultural appreciation through the strategic use of digital platforms and the production of engaging content. We are convinced that this campaign will have a significant influence on protecting and promoting Chinese Canadian heritage for future generations through cooperation with our representatives and in-depth study.