Campaign Edge worked with Australian National University’s School of Culture, History and Language to launch a new campaign to inspire people to study a rarely taught language.
These include Burmese, Hindi, Mongolian, Sanskrit, Tetum, Thai, Tibetan, Tok Pisin and Vietnamese. Research found the biggest driver to learning a rarely taught language was a family connection to the language. Language is not just about understanding words. It allows you to see a culture beyond the superficial.
With COVID limitations, this was an opportunity for clever copywriting and beautiful typography to tell the story. The campaign was live on Catch Up TV, and social media with social media engagement rate of 15% (industry average 2%)