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Nonprofit Digital Campaigns Collection

Last Updated: April 27, 2016

#LanguageMatters

By the numbers:

  • American students studying abroad
    Less than 10%
  • American students enrolled in language courses
    Less than 7%
  • #LanguageMatters
    hashtag use
    1000%
    in six months
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Organization

American Councils for International Education

Campaign

#LanguageMatters

MISSION

The #LanguageMatters campaign is a movement to ensure the next generation of our global leaders come equipped with the critical language and cultural skills needed to achieve peace and mutual understanding in the 21st-century.

The campaign aims to advance the study of critical languages and cultures for young Americans and to emphasize its significance in the security and prosperity of the United States.

CHALLENGE

The issue of critical language deficiency is a dire one: besides the creative and critical thinking skills they miss out on, students who don't experience foreign language learning and study abroad miss out on important lessons in cross-cultural communication and are far less likely to engage in solving today’s global challenges.

METHOD

Critical language microsite, social media, storytelling, partnerships

IMPACT

While the #LanguageMatters campaign continues to develop, early impact numbers reveal enthusiasm for its mission.

On Twitter alone, use of the #LanguageMatters hashtag to share stories about learning critical languages has grown over 1,000% in six months and reaches up to three million views per month.