Sadeaf

Client：SaDeaf
Bid idea: Cool code. Be Multilingual
Supporting points/sub head line: Learn now and you know what this means.
Problems: People do have enough time to learn and pick up new language skills, but very often there’s only a few would consider sign language as their priority. Living in a multicultural country means the target group would expose to different mainstream and useful language. This will cause a large segment of people to develop more interest in mainstream foreign language like French, Spanish, Japanese and etc.
Execution: To raise more awareness among target groups, the cool code is the idea to add the ‘cool’ image to sign language. In Singapore, it is common for young adults and working professionals to learn a second or third language. In order to make it more appealing and relevant to daily life, the target group need to perceive it as relevant as it could be their next language to pick up. When most of the people had seen the ‘Be multilingual’ message, they might only think of French, Japanese and etc.