Okinawa is an island in Japan known for its unique culture. Since 2009, UNESCO has listed its traditional language as endangered. The Okinawa Times, the island’s largest newspaper company, wanted to tackle this problem. It created a special ad space which local small businesses could use for free – but with one rule, they can only use Okinawan. In collaboration with ten local businesses, the paper launched ten newspaper ads with 100% Okinawan copywriting and unique illustrations. The Okinawa Times also held an exhibition which displayed posters and a variety of goods all written in Okinawan.
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