BRIEF
Create an illustrated campaign that solves a problem that is not yet being met by the government entity, the Afrikaans Taalmonument en museum. Include assets and merchandise executed in a medium that is informed by the concept.

PROBLEM
Kaaps (a conversational dialect of Afrikaans) evolved out of the mouths of slaves brought to South Africa by the Dutch colonists in the mid-to late-1600s, and a version of it is still widely spoken today. It was born out of resistance to their slave masters. Since its evolution, this uniquely South African dialect has been historically deligitimised and deemed inferior by enforcers of ‘suiwer’ Afrikaans as a way to achieve a purity rooted in Afrikaner Nationalism.
*Kaaps: a rich variety of Afrikaans, spoken primarily by Coloured communities in the Western Cape
Suiwer Afrikaans: the standardised form of Afrikaans, often associated with academic, or “correct” usage
Koppel: to give or share

INSIGHT
Speakers of Kaaps have kept the language alive by using it in everyday life to communicate
with loved ones, rooting the language in a rich familial culture that is vibrant in humour, and mutual compassion. There is a joy to be found in speaking Kaaps, and it is important to celebrate this despite the marginalisation Kaaps speakers still face.
SOLUTION
‘Koppel Kaaps' is an illustrated campaign that both highlights and celebrates the speakers of
Kaaps, who have contributed to the creation and continuing development of the Afrikaans
language. The campaign created for The Afrikaans Taalmonument en Museum aims
to subvert the belief that Kaaps is an inferior variation of Afrikaans, by highlighting through
various touchpoints how it enriches the language and brings joy to those who speak it.