Entrant Company
Kaywon University of Art & Design
Entry Type
Product/Service
Launch Country
South Korea
Medium
Student Experiential/Activation
Category
Student Experience/Activation
For refugees, "Home" isn't merely a geographical location; it is the comforting echo of their native language. Yet, at the 2028 LA Summer Olympics, the Refugee Olympic Team (EOR) competed in a linguistic vacuum, isolated from the thunderous, localized cheers that empower other athletes. To restore their sense of linguistic belonging, Duolingo mobilized its 500 million global users to become the world’s largest "Home Crowd."
Through specialized "EOR Cheering Courses," users learned tailored phrases of strength in the exact dialects of the athletes—such as "Ma ba to hastim!" (We are with you!)—and brought these voices directly from the app into the stadium. Complemented by physical "Cheering Packages" and a "Dedicated Cheering Section" at the LA Memorial Coliseum, the campaign turned 500 million language learners into a synchronized lifeline. "Duo, The Home Crowd" successfully demonstrated how digital learning can foster real-world human connection, proving that through the ultimate power of language, no athlete has to feel alienated again.
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