Speak Mandarin campaign launches push in Singapore

A series of seven TVCs debuted this week to generate awareness for the campaign, which can be seen throughout the year through print, outdoors, radio and on-ground promotional activities. Another series of TVCs will also premiere at a later stage.

All media platforms leads the target audience of working adults and tertiary students as well as Chinese permanent residents to a website which will promote “The Chinese Challenge” - an online competition that features content over a 12-week duration to deepen participant’s knowledge and appreciation of the Chinese language and culture.

Lim Sau Hoong, chairperson of the Promote Mandarin Council and chief executive/ECD of 10AM Communications, said: “We hope that with The Chinese Challenge, we’re able to cultivate our fellow Singaporeans’ passion for the language through active learning and discovery. It is our wish that more Singaporeans would one day be effectively bilingual and bicultural.”

Sam Tan, CEO of Business China, a co-organiser of The Chinese Challenge, underlined the importance of this campaign. He added: “For Singaporeans to stay engaged with their counterparts in China effectively, speaking fluent Mandarin, appreciating the Chinese culture and understanding the current social conditions in China are three important attributes that they must possess.”

“The Chinese Challenge works to nurture talents that have the capability to communicate with business partners in China at a higher competency level. These talents will inevitably become strong assets to our society as they become the link for Singapore to forge stronger economic and social relationships with China.”

Dentsu Media had been appointed last week to spearhead its media strategy while TNBT's Bang is the official PR partner for the 30th anniversary of the national campaign in the city-state.

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