In order to highlight the South Asian Canadian communities, Mayo Lumber Company has taken the initiative to make its community known to the whole country. The awareness of the rich history of the South Asian Canadians and other communities who were exempted from working due to laws which were passed at early 1900s and facing racism were the difficulties faced by that community. The younger generation and the future generations should be aware of what their ancestors have fought for and what are their roots and values through these archives. The Royal BC Museum has taken initiative to showcase the South Asian Canadian community with these archives which were found in Paldi from the Mayo Family. While there is information on the South Asian studies website, a blog campaign will provide a clear knowledge about the community that is lacked through the archives. This plan proposes a three-part blog series describing the Mayo Lumber Company ‘s archives and how they impacted the community with their work.
AUDIENCE
This blog campaign will be targeted to the audience who are within Canada, to attract them towards the rich history of the South Asian Canadian and other communities. The younger generations that is Gen Z are also preferred to showcase the culture and also other communities that are currently residing. This campaign will show the evidence of the community and their struggles faced by them.
RESEARCH
It is possible that the target audience in today’s generation can be reached through internet. A blog post is an effective way to get reach through our audience. According to the statistics from bloggerpost, 77% of the internet users read blogs on daily basis. It is seen that a blog campaign can be more effective than a social media post as it a formal way to provide information about the event or the initiative. The blog post will also be posted on South Asian Studies Institute with a collaboration to show its legitimacy and to increase the audience. The blog post should be tested within small group from Paldi communities to make sure that the campaign is reaching to the proper audience and the information used are under their consent. This may attract more audience with a keen to learn more about the history.
SPOKESPERSON
As the campaign should be impactful on the audience, they certainly believe in the people who are closely connected to the organization or the initiative. For this blog campaign, Joan Mayo, wife of the oldest son of Mayo Singh and the person who had the original possession of the archives should be the spokesperson. The three part blog will highlight the experiences of the spokesperson who is closely related to the company and its initiatives towards its community.
CONTENT
The blog campaign is to create awareness about the rich history of the South Asian Canadian and other communities which was created by Mayo Lumber Company. The first part of blog post may include the history of the company, how it was founded, what are the motives and why did Mayo Singh thought of making a community consist of diverse culture. The second part may include the experiences of the Joan Mayo and the archives which she had for several years and decided to give their possession to Dr. Satwinder Kaur Bains, Director of South Asian Studies Institute of Fraser Valley University. The third part of the blog may consist of the elements of how Mayo Singh, Founder of the Mayo Lumber Company worked and developed Paldi into a diverse town and how this rich history was neglected from the younger generations and from the citizens of this country. Th blog post may also include the images from the archives to showcase the evidence and to create the impact on the audience.
CALENDAR
This blog series should be released weekly over the month of July. This timeline is basically targeted in terms of Canada Day. It is designed to let the readers and audience know of its rich history and freedom unfolding after a very long time. To delve into the patriotic sentiments of these communities.
CONCLUSION
This three part blog campaign will provide a clear take and evidence on the South Asian and other communities being a part of the Canadian history and their role in the development of the society as whole.