GSA Showcase 2021

Mind the Gap is an integrated campaign designed for the Speak Mandarin Council, that seeks to encourage Chinese speakers to improve their mastery of the language. Utilising art installations and interactive posters, it motivates the speaker to explore and improve their use of the language.

In Singapore, we speak both English and Mandarin. But English is the preferred language for business and this has resulted in a slow but gradual decline in the fluency of Chinese speakers, with many now unable to recognise key Mandarin characters. This causes a gap in their comprehension of the language, causing them to guess or imagine what is being said or written. Obviously, this can lead to misunderstandings and criticism from those fluent in the language.