“Less Commonly Taught Languages”

The Australian National University’s School of Culture, History and Language wanted more people to enrol to study some of the less commonly taught languages they offer.

Market research demonstrated that the main drivers to study a less commonly language were a heritage / family connection or people working in those countries.

Our campaign for the School of Culture, History and Language was designed to get more people to enrol to study, with many of the languages on offer only available at ANU.

We developed a digital campaign that demonstrated the higher level benefit of knowing a language – to see and experience a culture beyond the superficial.

With COVID limitations which prevented filming, we took the opportunity to use clever copywriting and beautiful typography to tell the story.

The campaign was live on Catch Up TV, and social media with a social media engagement rate of 15% (industry average 2%), with the College receiving a significant uptick in enquiries for enrolment.

The campaign traded on the gravitas of learning these languages at Australia’s only truly ‘National’ University – the place where all the languages come together.