Seeing the kind of racist attacks some soccer players receive, it's no wonder 68% of soccer fans agree the sport has a racism problem. And interestingly enough, learning new languages could help solve this problem, since multilingualism reduces one's racial bias.
This is why Duolingo decided to turn the sport into one big language lesson.
We changed the spelling of the player's names, on the back of their jerseys, from regular to phonetic. This way, fans learn to pronounce the names in the player's native language, thus giving them their first lesson in a new language right then and there, and hopefully starting them off on the language of respect.
This student campaign titled 'Phonetic Jerseys' was published on December 10, 2023. It was created for the brand: Duolingo, by ad school: Miami Ad School. This Integrated and OOH Outdoor media campaign contains 8 media assets. It was submitted about 1 month ago.
Advertising Agency (School): Miami Ad School
Art Director: Javier Forero
Copywriter: Iuliana Vilcan