SBS LUNAR NEW YEAR
Every year, SBS Australia celebrates Lunar New Year celebrations, seeking to introduce an important Asian tradition to a broader audience. In 2013, we helped effect an important shift. Rather than simply promote the holiday, SBS encouraged members of the Chinese, Vietnamese and Korean communities to invite their fellow Australians in. We achieved this by re-imagining the red envelope, the traditional way to share good fortune during Lunar New Year. We brought the experience online, building a digital hub through which red envelopes could be shared via email and through social networks. Celebrities, community leaders and influential members of the media kicked-started the process, before SBS handed the reigns to communities across Australia.