AfriSam

Using local insights about the modern whistle as a communication platform.

(Client)
AfriSam
(Year)
The Vluit Project
(Services)
Campaign Development

Innovative

SOUNDS

Tapping into the local gem of whistling led to an industry breakthrough.

As South Africa’s leading cement brand, how does AfriSam help 2.9 million Foreign National builders who still only speak their native language, overcome complex communication barriers on work sites that are ultimately making them unhireable? The Vluit Project is an initiative that uses the cultural phenomenon of how the human whistle is used within local black communities as an undocumented way to communicate (known as 'Vluit'), to create a new linguistic system for labour sites that uses new unique whistles for specific actions. Overcoming language barriers through the use of simple sounds.