New campaign to encourage language

LONDON – A group of youngsters will compete to fulfil their dreams of joining a rock band on a European tour as part of a new government advertising campaign to encourage young people to carry on studying foreign languages.

Aimed at 11 to 14-year- olds, it will show that language learning can open up a new world of opportunity and be fun and exciting.

The centre piece of the campaign is a new three part show being broadcast on Channel Four/T4 on Saturdays called Je Suis Un Rock Star.

The programme will see 12 youngsters, short listed from hundreds, battle it out to compete for the ultimate work experience placement in the music industry.

The three successful candidates will join Liverpudlian band, The Wombats, on a European tour as their ‘fixers’. Their job will be to make sure everything runs smoothly as the band travels to Scheessel, near Hamburg; Ibiza; and then onto Arras, Northern France.

In each episode their ambition, initiative and knowledge of the local language are tested to the maximum as they fulfil tasks set by the band, including organising travel arrangements and liaising with the local media.

Research reveals that young people are keen to learn about other cultures and this can be part of the incentive to learn a language.

The campaign focuses on current youth cultural references like sport, music and dance and highlights the significance of languages within these to reinforce the cultural and social relevance of them.

The campaign is part of a drive to increase the number of 14-year-olds choosing to study a language at GCSE.

To encourage a love of languages from a young age the government wants children to start learning a foreign language at primary school and to continue with it throughout their education.