Faculty of Design

Advertising

Deanna Tsang

The Gravity of the Situation

In an attempt to design for change, this is a campaign focused on stopping hate against Asians. Rice packaging was chosen as the medium for this campaign because rice is a widely known product of Asian origin. It was also chosen because it is physically heavy, as is the gravity of the situation. The goal of this design is to interrupt the eyeliner of shoppers in Western grocery stores - and entice them to pick it up and read. The packaging provides context about the current climate and clearly outlines that 100% of profits from their purchase would go towards the Stop AAPI Hate Fund that redistributes money to grassroots organizations.

“If you're buying rice, a product of Asian culture, you cannot remain ignorant of the violence affecting the community. ”