2023 Winner

Elimin8Hate’s “ReclaimYourName.dic” aims to normalize Asian names and combat name discrimination. With Citizen Relations, the organization developed the custom dictionary of Asian names in the form of a free .dic file in Microsoft Word that contained more than 8,000 unique monikers from over a dozen countries – in order to eliminate the red line that appears under Asian names. The campaign was amplified through a mix of paid and earned tactics including OOH ads in Toronto and Vancouver, strategic media relations and seeding personalized campaign t-shirts to influential Asian Canadians, including Star Trek actor Hiro Kanagawa, TikTok star Tiana Shern and Top Chef Canada host Mijune Pak. Media attention and public support generated 91 million impressions with 137 pieces of traditional coverage and 71 pieces of social media coverage. Microsoft is exploring opportunities to implement it into its English dictionary.

Credits

Client: Elimin8Hate
Founder: Barbara Lee
Executive Director: Audrey Wong

Agency: Citizen Relations
CCO: Josh Budd
CD, Art Director: Mike Lo Nam
CD, Writer: Abeer Verma
SVP, Strategy: Lindsay Page
Director, Strategic Communications: Rebecca Myers
Vice President: Cher Lee
Account Director: Kristen Schaffrath
Sr. Account Manager: Jonathan Kim
Sr. Account Executive: Christina Demare, Daniel Ma
Account Executive: Katie Haller, Chantal Grainger
Production Designer: Antony Micheal Melven
Managing Partner: Brooke Leland, Jungle Media
Media Buying Assistant: Evann Kremer, Jungle Media
Web Developer: Oliver Morrissey
Director/Photographer: Nick Wong
Editor: Andy Ferreira
Sound: Boombox