On Lok’s 2023 Lunar New Year Campaign was selected as a category winner in the "Marketing to 55+" category. The ANA Multicultural Excellence Award recognizes the year's best multicultural and inclusive marketing campaigns. With over 200 judges comprised of experts and leaders in multicultural marketing at top brands, agencies and media companies, On Lok's winning campaign was recognized along with campaigns from the world's leading companies, including McDonald's, Procter & Gamble, Lexus, PepsiCo, and Amazon.
"On Lok was founded on the belief that all seniors have a right to age in the community where they feel at home. We advance our mission by pioneering and delivering culturally and linguistically appropriate programs, and we also advocate for a healthier and more equitable aging environment for all," said Helen Huckleberry, Director of Marketing, On Lok. "On Lok's Lunar New Year campaign reflects these values, celebrating seniors' cultural pride while promoting good physical and mental health and inclusivity."
The campaign kicked off with a live square dancing contest, with winners featured in San Francisco's Lunar New Year parade, and continued with a special segment of Yan Can Cook with On Lok, a monthly, virtual cooking series, celebrating Chinese recipes and traditions. Participants also created artwork featured in Chinese newspapers and shared through On Lok's various social channels.
"Our goal today is the same as it was five decades ago–to provide inclusive, compassionate care. On a foundation of respect, we honor all seniors, their families, and the staff, partners, and communities we serve," said Huckleberry.
