Social Campaign, Website Design
OVERVIEW
The goal of this academic project was to develop a well-researched, grounded, and meaningful social campaign on a topic of our choice.
I settled on the topic of redevelopment in the context of cultural heritage and assets, and narrowed my focus down to the potential displacement of five Filipino-owned businesses in the Renfrew–Collingwood neighborhood in Vancouver as a case study.
The subject of this campaign ties into my personal identity and ethnic background. As someone who immigrated to Vancouver from the Philippines relatively recently, I found it difficult to relate with first generation Filipinos in Canada at first. Through research on this particular issue, I've come to a better understanding of the dynamics, institutions, and barriers that affect the social mobility of Filipino immigrants.
The Joyce food hub in East Vancouver is a manifestation of that thought — and is an uncommon yet unofficial safe space that was built by Filipinos who settled in the neighborhood decades ago. For me, this little strip mall is a slice of home. More importantly, it provides me with new insight about who I am and how I operate in the context of Western Society.
Through research and concept development came Kapwa: Redefining Joyce–Collingwood. The campaign's mission is to spread awareness about the importance of the issue and celebrate the cultural diversity that plays a unique role in shaping cities.
BACKGROUND
What is Kapwa?
The word kapwa is embedded in Filipino worldview, psychology, and vernacular.
In literal terms, kapwa translates to other person, but its essence lies in together with the person. It is a recognition of shared identity and shared inner self.
What is the issue?
Joyce–Collingwood is a SkyTrain station on the Expo line, and is located in the southeast area of the Renfrew-Collingwood neighborhood in Vancouver. The Filipino diaspora in Vancouver centers around Joyce St, where a small section of businesses & services cater to both new immigrants & established community members who shaped the neighborhood decades ago.
In 2021, a rezoning application was proposed for 5163–5187 Joyce St, and would displace five Filipino businesses that provide essential services to minority groups that reside and frequent the neighborhood.
Despite the City of Vancouver recognizing that irreplaceable cultural assets must be taken into consideration in the context of redevelopment, the threat of being displaced still looms over the neighborhood.
Key Messaging
1. The hub at Joyce–Collingwood is the closest to a centralized community for Filipinos in Vancouver
2. The neighborhood features invaluable cultural assets such as food establishments and community services that serve as safe spaces for Filipinos to connect to their identity, heritage, and one another
3. The Joyce–Collingwood Precinct Plan set precedent for potential redevelopment that could destroy the groundwork that has shaped the area
4. Engagement with the community regarding redevelopment has not been administered effectively
5. Potential displacement of cultural assets is an ongoing issue in the city, and is not limited to a property or area
Call to Action
1. Protect and preserve Filipino businesses on Joyce St from redevelopment
2. Push for recognition & institutionalization of the neighborhood as a cultural hub for Filipinos
3. Celebrate the diversity of the Filipino diaspora that has strong ties to Canada’s history
4. Raise awareness to community members about civic participation regarding policies that impact the neighborhood and city at large
WEBSITE DESIGN
I designed a website prototype that organizes and consolidates the important details about the issue into one place.
The website hosts all pertinent information regarding the issue, resources and further reading for visitors to grasp the full scope of redevelopment and displacement, the importance of cultural assets, and why these things matter in the context of city development. The main goal is to gain allyship and solidarity.
The website was created and can be viewed on Figma.
POSTER DESIGNS
A cultural asset is a tangible societal heritage that has been passed on from previous generations. The term is used to spark curiosity (What does it mean? What is this poster all about?) The advertisement is meant to lead viewers to the website to find out about the cause.
Similarly, the term heritage is another phrase used for the posters. It aims to reframe what we consider as heritage and what makes it worth preserving (Is heritage all about architectural style? Or about significant people who used these spaces?).
“The vibrance, sense of place, and accessibility; What makes Joyce–Collingwood great is the result of histories of work that our community has done as builders of the city.
We are not begging for our needs to be recognized — we are asking that our contributions to the sense of place in the city also be part of how we narrate the city.”
Dr. JP Catungal, Assistant Professor, Critical Race and Ethnic Studies, UBC
Skills
Photography
Website Design
Poster Design
Presentation Design
Copywriting for Design
Software
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Adobe Lightroom
Figma
References
Typefaces: Red Rose, Poppins (Google Fonts)
Mockups: Adobe Stock