2007/ 08
To promote Mandarin as an enjoyable, fun and a living language via popular lifestyle activities to show how Chinese Singaporeans can embrace Mandarin in their daily lives was the aim of SMC in 2007/ 08. The tagline is ‘讲华语, 你肯吗?’ (Speak Mandarin - Are You Game?). SMC also retains its "华语 Cool!" branding which is now familiar and popular among Chinese Singaporeans.
For a period of 12 months starting from 5 November 2007, the campaign featured a series of fun and engaging programmes and activities by its partners. Key strands of SMC 07/08 are Sports, Culture and The Arts, Design and Lifestyle.
SPORTS During the official launch of the campaign on 5 November 2007, Mr. Lee Swee Say, Minister in Prime Minister’s office, announced the partnership between the SMC and various sports organizations. The sports partners for 2007’s campaign include the Singapore Sports Council (SSC), Football Association of Singapore, the S-League, and The Cage. The Straits Times and STOMP! also launched a new initiative- ‘On Your Marc, Get Set, Go!’ with The Straits Times’ correspondent, Marc Lim on his Mandarin-learning journey as he picks up pointers from national athletes.
CULTURE Going for a fresher look, the SMC’s promotional materials from outdoor advertisements to posters and collateral are designed with an edgy, vibrant and contemporary feel. Activists are also featured in the posters to encourage more Chinese Singaporeans to explore Mandarin together with them. The campaign’s theme song "挑战 (Challenge)" was created by two of the most sought-after talents in Asia’s Mandarin Pop scene - Eric Ng (composer) and Xiaohan (lyrics). The song was performed by Ngak, a good example of a predominantly English-speaking Chinese Singaporean. Partners including Theatre Practice and Funkie Monkies Productions will be tapping on theatre and music to encourage Chinese Singaporeans to enjoy speaking Mandarin.
The Arts, Design and Lifestyle Partners such as Night and Day – Bar+Gallery+Friends and 77th Street came together for the first time with some of Singapore’s ‘edgy’ designers to create an exciting initiative to promote SMC 07/08. Theatre Practice also continued to make Chinese Theatre accessible to Singaporeans who are interested in Chinese Theatre and culture, thus, opening the doors to SMC’s target audience.
Other notable activities to promote Mandarin:
DADDY & MOMMY MANDARIN STORYTELLING COMPETITION 2008 Presented by Eduplus Language Centre and supported by Speak Mandarin Campaign and National Library Board, the Daddy & Mommy Mandarin Storytelling competition is a unique opportunity for the whole family to learn, play and perform on the stage together! It was held at Woodlands Regional Library on 21 June 2008.
Read more about this topic: Speak Mandarin Campaign, Evolution, Specific Yearly Campaigns