The COI-handled campaign is based on the premise that studying languages enables young people to connect with other cultures and opens up future opportunities. The campaign targets over-14s at GCSE and equivalent level.
Band & Brown will seek to engage them with 'a mix of traditional and non-traditional PR techniques'. The agency has previously handled an education brief for the Qualifications & Curriculum Authority.
Simultaneous appointments to the campaign include TV ad company Farm, which has developed five ads featuring indie band The Wombats on tour in Europe. A new T4 series entitled Je Suis un Rockstar has been created by Drum, and Lean Mean Fighting Machine will deliver a digital comms campaign from next month.