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Duolingo


2024 Young Ones One Show Finalist
Only 36% of second generation immigrants speak their native language. To celebrate Mother's Day, Duolingo is encouraging 2nd gen immigrants to master their mother tongue.

Made with Dom Khun (AD)



Case study video




OOH

A month before Mother’s Day, OOH will appear in areas with high 2nd gen populations—Chinatown in NYC, Koreatown in LA, Little India in Chicago.




Social

Duolingo will promote phrases that are typically used to communicate notions of love without saying it in immigrant households.

Activation

Once Mother’s Day gets closer, Duolingo will encourage users learning their mother tongue to send a handwritten note to their moms.



fun fact, I wrote that one^

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