# NOT
UNCOMMON
CHALLENGE:
There are 3145 national intangible cultural heritage in China, except for a few can be spread and protected, most of them are gradually disappearing, TMALL has been devote to the revival and promotion of Chinese culture,wanting to help these intangible culture heritage that not be spread.
IDEA:
We found that because of time and endemicity reasons, most of intangible cultural heritage’s name that are difficult to spread are contain uncommon and difficult words, and people tend to skip and avoid when face these words. Therefore , TMALL launched project # NOT UNCOMMON,selected 100 intangible culture heritage with uncommon words, create 100 posters with the core of the uncommon words,and integrated ingeniously corresponding intangible culture heritage’s portrayal for each rare word design so that make people start to know these uncommon words ,then learn and understand these intangible cultural heritage.
