DUOLINGO

YOUNG ONES 2024 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.

Introducing… Mama Lingo

Mama Lingo will help Duo encourage 2nd gen immigrants to learn their mother tongue for Mother’s Day.

OOH

Static ads will appear in areas with dense 2nd gen populations like Chinatown in NYC, Koreatown in LA, and Little India in Chicago.

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Social Media

On social, Duolingo will prompt people to learn phrases that are a staple in immigrant households and are often used to express notions of love without saying it. They’ll also show up in comments on Tiktoks where people have expressed their frustration at not knowing their native language.

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Personalized Mothers Day Cards

Once Mother’s Day gets closer, Duolingo will provide a custom card with the words “to mom” written in the user’s native language on the front. These cards can then be personalized with the words they’ve always wanted to say.

Case Study

Team:

Dom Khun (AD) | Dipanshi Agarwal (CW)

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