Cannes Lions

PUT TIBET BACK ON THE MAP

JUNG von MATT/LIMMAT, Zurich / TIBETAN YOUTH ASSOCIATION IN EUROPE / 2013

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Overview

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OVERVIEW

Description

Under communist occupation, Tibetan towns and landmarks were not only destroyed - but also renamed with new Chinese names. Today, the Tibetan language is suppressed and Tibetans are forced to learn Chinese.

To stop the systematic elimination of the Tibetan language and cultural identity - at least in cyber space - we asked Google to put the traditional Tibetan names written in the Tibetan alphabet on Google Maps. Google Maps already uses many other alphabets - so why not the Tibetan too?

With the help of users, historians and experts worldwide - and the support of the official Tibetan Exile Government formerly led by the Dalai Lama - we are gathering knowledge about places and putting it on our Google Maps application. Pin by pin. Hundreds of them. In English, Chinese and Tibetan. For the whole world to see.

By now we have reached 5.2 million people via Twitter, Facebook, blogs and other social media networks. We also got radio, TV and press coverage all over the world. And we got a first statement from Google Maps. The movement is still growing and this campaign will go on as long as it takes, until Google puts the Tibetan language on Google Maps.

Execution

It all started on this website, with the celebration of the 100th anniversary of Tibet’s declaration of Independence. Tibetan’s are not only losing their country, but also their cultural heritage - now even in cyber space. Today 'Put Tibet back on the map' is a growing movement that unites Tibetan organizations worldwide to speak up with one clear message.

Outcome

We created awareness for an important issue that Google is ignoring. We got the support of the Dalai Lama’s political successor and representative, Lobsang Sangay, from the Tibetan Exile Government in India. By now we have reached 5.2 million people via Twitter, Facebook, blogs and other social media networks. We also got radio, TV and press coverage all over the world. And we got a first response from Google Maps. The movement is still growing and this campaign will go on as long as it takes, until Google puts the Tibetan language on Google Maps.

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