Only 35% of Brits speak a second language, research found, yet almost two thirds would like to learn one and three quarters regret not placing more importance on languages when they were younger. For European Day of Languages, we built Rosetta Stone's broadcast PR campaign around that regret, putting a language learning expert on air in radio interviews to show busy young professionals that learning can be practical and flexible, with on-air competitions alongside. The campaign secured 29 items of radio coverage, 17 interviews and 12 on-air competitions, reaching 5.0 million listeners, including BBC Radio Humberside, BBC Radio Lincolnshire and BBC Radio Cumbria.
29Items of coverage (17 interviews and 12 on-air competitions)
5.0 millionCombined reach
2h 10mTime on air
Coverage highlights
BBC Radio HumbersideBBC radio
BBC Radio LincolnshireBBC radio
BBC Radio CumbriaBBC radio
The story
Rosetta Stone, European Day of Languages
The aim
Rosetta Stone wanted to raise awareness of its online language learning services and encourage busy young professionals to learn a language.
The message
Speaking other languages brings better prospects, more confidence and increased employability. Rosetta Stone makes learning practical and flexible, on a range of devices.
The angle
Research on European Day of Languages found only 35% of Brits speak a second language, yet almost two thirds would like to learn one. Three quarters regret not placing more importance on languages when younger.
On air
A language learning expert
The result
29 items of coverage (17 interviews and 12 on-air competitions) reaching 5.0 million, including BBC Radio Humberside, BBC Radio Lincolnshire, BBC Radio Cumbria.
About European Day of Languages
European Day of Languages celebrates linguistic diversity, multilingualism and intercultural understanding across Europe. It has been held every year since 2001 and is organised jointly by the Council of Europe and the European Commission. Schools, language teachers and language learning brands use it to promote language learning. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning European Day of Languages for 2027?
European Day of Languages next falls on Sunday 26 September 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
