ANU campaign highlights the family connections formed by learning foreign languages
Australian National University (ANU) is encouraging people to learn a foreign language with a campaign for its School of Culture, History and Language.
The campaign highlights the connections language creates between people and generations, based on research which found that the biggest driver to learning a rarely taught language was a family connection.
Languages on offer at ANU include Burmese, Hindi, Mongolian, Sanskrit, Tetum, Thai, Tibetan, Tok Pisin and Vietnamese.
Dee Madigan, executive creative director at the agency Campaign Edge, said: “Language is not just about understanding words. It allows you to see a culture beyond the superficial.
“For many people with a heritage connection to these languages, it allows them to get a deeper insight into where they are from.”
The agency said that “with COVID limitations, this was an opportunity for clever copywriting and beautiful typography to tell the story”.
The campaign went live last week on catch up TV and social media.
Wow. An agency that finally gets how to promote highered. This is beautiful, relevant creative (and relatively cheap to produce, too!) Given these are language courses, it makes absolute sense to see the copy and typography shine.
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