SAY IT PROnD

Taiwanese people fear speaking English. Not because they can't, but because they’re terrified of saying things “wrong.” Speak launched an unconventional campaign encouraging them to fearlessly make mistakes. We named Lee Yang, 2-time Olympic gold medalist and famous broken English speaker, as the industry-first "Broken English Ambassador," and celebrated the courage of speaking through his fearlessness. The campaign transformed “speaking broken English” into a symbol of confidence, and sparked a cultural trend that took the nation by storm.