Explore Your Motherland - Collaboration work with Soo, 2015
In London, a third of the children are immigrants. Growing up, they inevitably face cultural conflicts and confusion between UK and their motherland. It is the key thing for successful migration that immigrants have a desirable ‘Cross-Cultural Identity’. However, the government provides immigrant children with programs to adapt only to UK.
How can digital technology helps immigrant children to experience their motherland and thus, improve a sense of cross-cultural Identity?
We created the integrated Marketing Plan for London immigrant children to experience their motherland, by interacting with the elder in their motherland such as listening to the elder’s personal stories and asking questions. Ultimately, it is designed for immigrant children to learn how to approach both cultures.
This campaign consists of three different segments: a digital application, print advertisement on school magazine, and lunch lates at canteens. On the print advertisement and lunch plates, main message, website address and QR code are written. When children scan QR code or type in the website address, www.exploreyourmotherland.com on the plates and print ad, it is linked to the campaign website. On the website, children can explore their motherland. Users click their native country, choose the conversation topic, and then communicate with the elder in their motherland. They can explore their motherland throught more tangible experience via digital media.