With the rise of globalisation, English language skills have increasingly become an economic necessity. The BBC World Service Trust (now BBC Media Action) asked Atticmedia to assist them in a DFID-backed language learning programme.
Mobile learning with a difference
Atticmedia put together a dedicated team for BBC WST. Following a crash-course in Bangla, the team immersed itself in Bangladesh, from the densely populated city of Dhaka to the remotest rural villages, working through a wide number of ideas and approaches.
Inspired by local Bangladeshi visual and audio culture we developed the brand ‘Janala’ for use across mobile, web, TV, radio and newspaper. Janala is a Bangla word which means ‘window’ and has a spiritual sense linked to self-development.
We worked closely with the BBC WST team to help test out and develop learning approaches via mobile. This led to a simple voicemail system where users could ring a subsidised number to access their latest English lesson.
During the lifetime of BBC Janala it came to be a brand recognised by over 45m people, with over 25m actively engaged learners. Its achievements have been recognised by numerous international awards, and is a wonderful example how the right solution may actually be older, under-utilised technology rather than the latest trend.