Funded by the GREAT UK Challenge Fund, this campaign aims to reach more than 17 million people through travelling classrooms, two video competitions, social media, a digital video wall of current and prospective Brazilian students sharing 'what English means to me' and legacy video of the winners' experience in the UK.
The campaign launched on 15 September 2015 with prominent English is GREAT pavilions at BMI Media's Salão do Estudante fairs, held in seven Brazilian cities until 27 September 2015. Four of the biggest fairs also featured free taster English lessons taught by teachers from English UK member centre in specially constructed classrooms for up to 50 students.
Key to the digital aspect of the campaign, would-be students were invited to make one-minute films on the subject 'what English means to me' for the chance to win a fully funded two week scholarship to the UK, hosted by English UK's national and regional groups.
The best video clips and vlog excerpts from the winner's stays in the UK were combined to produce an inspirational and motivational video to celebrate learning English in the UK.
Our Brazilian competition winners
The most creative and inspirational videos appear in a video gallery on a specially designed competition website (Portuguese) and the five winners travelled to the UK in February 2016, making vlogs about their experience and presenting special seminars at the Salão do Estudante fairs in March 2016.
Our UK competition winners
Alongside our campaign in Brazil, we ran an UK-based English is GREAT video competition for students attending member centres
We're now delighted to announce our three winners:
These three centres will receive a GoPro camera and their videos will be featured on our English is GREAT Facebook page in Brazil in boosted posts.
Evaluating the campaign
We are working with market research company StudentMarketing to effectively evaluate the impact of the campaign, including research and student surveys in Brazil. The results are expected towards the end of 2016.