#hereismyname. #multiculturalpride

Campaign Review

The social media campaign I run is a respond to an xenophobia accident in Columbia University - many Chinese students' door tags with their Chinese names were removed multiple times. Huhe, a student in Columbia University made a video in which several Chinese students share the meaning of their names. He also use the hashtag "#saymyname" in his introduction of his video.

"Recently, a group of Chinese students reported that their room name tags were ripped off during the time of the Chinese New Year. Some students found that their door tags with their names written in Chinese spelling were removed, and such incidents were reported in different residence halls, ... A student living in East Campus reported that she lives in a suite where all members are students from China, and their name tags have been ripped off three times since the beginning of this semester..."- The Columbia Lion

"In response to recent xenophobic incidents at Columbia where East Asian name tags were ripped off in multiple residence halls, my fellow Chinese international students wanted to share these stories of our names with you. #saymyname" - Huhe

The video gained 444,739 views, 5,293 shares, 7.3k likes and 70 comments on facebook in two months. It also gained repost by The World in Words facebook page. However, as the video gained so much attention and many positive feedback, the founder didn't push forward it for long. Also, the hashtag he uses is not unique enough. By searching "#saymyname", I can get many irrelevant results. Therefore, I intend to redesign the whole event as a social media campaign, with a clear theme, major activities for participation and cooperation among other multicultural groups.

we are international.

The University of Sheffield hosted a social media campaign in 2015 on Twitter with #WeAreInternational in the UK, for celebrating international student community. The campaign had achieved significant success as it gained many attention from the society and promotes substantial progress on related issues.

Major achievements of the campaign
HERE IS MY NAME.

Campaign Overview

Background: In China, all the students need to study English from the first day of their elementary school. The entrance examination for middle school, high school and college all have the English subject which every student is required to take. Indeed, in the twelve years of English learning, Chinese students often struggle in English pronunciation and American pronunciation, different ways of using the words and different meaning of words in the two major countries. Learning a language means learning the culture behind the language. Many of them watch tv series, movies and soap operas to learn English (and sometimes that’s when the sexy Australian accent gets them). In most cases, as the more they've learned about western culture, the more they know if they want to and where to study abroad.

In most cases, everyone in the young generations of Chinese students has his/her English name(s) in different stage of their lives - at school, work and foreign countries... Names like "Candy" and "Summer" don't sound weird when everyone was in first grade. As they grow older, some have changed their English names to better ones like "Coco" and "Niki". Some kids take his/her English name oversea with them when they are 13 or 14 in a foreign country where everyone speaks English. Some wait until their undergraduate and graduate years when they realized that probably forget about the English name given by old English teacher and keep using the real Chinese name is the best choice.

multicultural pride

Using English name or Chinese name is a personal choice because there are no rules. Many Chinese student go with their English names mostly because it's easier for English speakers to pronounce, but there are also a lot of them use their original name in Chinese-spelling. However, as a matter of fact, many students are hesitate to speak on classes or make foreign friends because they are not used to being called a English name in a place where the name is "originally" belongs to (spelling, pronunciation, culture and language). Having the same name with another native students in a same class can be sort of embarrassing too. Some students therefore became quiet on classes and among friends, isolating themselves from the mainstream culture. More importantly, it is unacceptable for some people to dyisrespectly rip off others' name tag for the Chinese spelling, as they probably assume that most Chinese students are in general quiet and less active/protective on sensitive issue.

Campaign Details

Aim: We want all the students who have been studying English for the past ten more years to stop being afraid or hesitate to use original name, and bravely share with your friends about your name, culture and life. Besides, there are much to be proud for being multicultural - understand, respect and is able to merge into different cultures, therefore, we encourage students with international background all join us to advocate and call upon respect to the awesome population.

Target Audience: Chinese international students, international students who have studying abroad experience, college communities including students, professors, faculties and social activists.

  1. Make a big blank board and put outside school libraries or school center, invite Chinese students (international students, and also people with international background if they have names in other language) to write down their Chinese name (and names in other language) and English name on the board.
  2. Take a photo with your name on the board, tweet/instagram/facebook/snapchat the photo with hashtag: #hereismyname #lovebig #multiculturalpride
  3. Take a video with your name on the board, tell us what does it mean, then tweet/instagram/facebook/snapchat the video with hashtag: #hereismyname #lovebig #multiculturalpride
  4. Visit our page Multicultural Pride and simply retweet/share/send anything you like to your friends on fb, snap, ins and tweeter.
Templates for Twitter, Facebook and Instagram

Cooperation: Chinese Student Scholars Association in every major university, as long as many other international student organization; KongFusion organization in every major university; Major wechat(the most popular social media in China) public accounts for promotion, clearly depicting the stimulus and purpose of the campaign, and gain supports from the parents, friends and the society back in China.

WeChat - the most widely used social media application in China, one of the biggest media for reaching target audience besides Facebook, snapchat and tweeter.
CSSA - the biggest Chinese student association in America, the major practitioner of the activities in every campus.
  • Week 1: Gain attention on the accident in Columbia University; Promote the activities which are about to hold in the campus; Get cooperation among different student organizations in school; Prepare everything needed for the upcoming event next week - including front pages in name of Multiculturalpride in the four platforms and physical materials/permissions for the event.
  • Week 2: Hold the activities in the school; share good ones via hashtag on Instagram, Facebook and Twitter on our own page; share the stories with school press
  • Week 3: summarize the event, gather excellent photos/videos and post articles on major media platforms.

As international students, we come to learn, to share, to love and to challenge. We didn't know we would have to go through so much before we decide to walk out from our mother country, but nothing compares to share the real us with the world half the earth away from us.

Love big!

Credits:

Created with images by hannibal1107 - "Columbia University, New York" • Universität Salzburg (PR) - "Welcome Week - International Students" • Universität Salzburg (PR) - "Welcome international Students SoSe 2016" • snre - "2014 Chinese Spring Festival" • Universität Salzburg (PR) - "Welcome International Students WS 2015"

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