NLB seeks to lift Mandarin usage

The 'Speak Mandarin' campaign, developed by Triad Communications, is targeting the post-'65 generation -- well-educated Singaporeans that that do not speak Mandarin in the home, or in professional or social environments. The aim is to dispel the perception of Mandarin as 'uncool' and 'unsophisticated'. The campaign is running on 200 Clear Channel bus shelters, featuring the tagline, 'Hua Yu Cool!'. The visual, meanwhile, features SMC ambassadors including singer Lin Jun Jie, actor Hossan Leong and the executive director of Singapore Zoo & Night Safari, Fanny Li. "The visual consists of striking colours and well-known personalities, Hossan Leong, Fanny Lai and JJ Lin, who are the ambassadors of the Speak Mandarin campaign -- elements which we hope will convey a sense of dynamism," said Triad executive director Shawn Tay.