Learn to Act
Duolingo
Recognition: New York Festivals
Background
Gen Z is highly engaged with global social issues, but language barriers can make it difficult to fully understand, discuss or participate in conversations happening beyond their own country. As a language-learning platform, Duolingo has the potential to help users not only learn words, but also access the issues those words are connected to.
Insight
Language becomes more meaningful when it helps people take part in the world around them. For a generation that wants to stay informed and act on social issues, learning a language can become a tool for awareness, empathy and participation.
Idea
Learn to Act is a Duolingo feature that connects language learning with global activism. By teaching vocabulary and expressions around current social issues, it helps users understand international conversations more clearly and engage with causes beyond language barriers.
Duo
A new logo and set of illustrations were created using the existing Duo character, while staying aligned with Duolingo’s playful visual language. By adapting Duo into a more activist expression, the campaign keeps the brand instantly recognisable while giving it a sharper, more action-driven voice.
How it works
Users choose a social issue they want to learn about, then complete short language lessons built around key words, phrases and context related to that issue. After learning, they are guided to take action directly through the app, turning language practice into a simple path from understanding to participation.
Out of Home
The OOH expands the visual tone of Learn to Act through bold illustrations, Duolingo’s playful colour palette and issue-led messaging. Placed across bus stops, escalator panels and billboards, the posters use the characters and campaign-specific illustrations to make language learning feel active, public and connected to real world change.
ⓒYOONHWAN KIM