Launched in 1979 by then Prime Minister Lee Kuan Yew, the campaign aimed to simplify the language environment for Chinese Singaporeans, improve communication between them, and create a Mandarin-speaking environment conducive to the successful implementation of the bilingual education programme. The initial goal of the campaign was for all young Chinese to stop speaking dialects in five years, and to establish Mandarin as the language of choice in public places within 10 years. According to the government, for the bilingual policy to be effective, Mandarin should be spoken at home and should serve as the "lingua franca" among Chinese Singaporeans. They also argued that Mandarin was more economically valuable, and speaking Mandarin would help Chinese Singaporeans retain their heritage, as Mandarin contains a cultural repository of values and traditions that are identifiable to all Chinese, regardless of dialect group.