The Challenge
To get Gen Z learners to return to their Duolingo lessons by sending them unique “reminders.”
The Idea
This social media campaign's insight is that Gen Z has created their own language, called brain rot, which is contributing to their decrease in cognitive ability.
Duo’s purpose in life is to unite humanity through shared languages, but with the rise of the usage of brain rot, Duo is on the brink of extinction.
It’s time for Gen Z to end the brain rot and return to their lessons to save their favorite bird.
Case Study Video (ft. David Attenborough)
1. Social Media Campaign - Duo is missing
On Duolingos social media account, it will be announced that Duo is missing without a trace. In addition, Duo's lover, Dua Lipa the singer will respond with concern.
2. In response, Duo leaves a message. "Duo was here" in various languages
At last, hope. Duo leaves a message. "I am going extinct. Return to your Duolingo lessons, and stop using brain rot to save me."
3. Social Media Campaign with World Wild Fund for Nature
The WWF officially confirms that Duo is now on the endangered species list.
People take action and post them on social media to influence others to save Duo. In the process, brain rot is mitigated. Learn a new language, and unite humanity!
