Among CNA’s 500 English students, not all of them can travel abroad to practice. For many, the fact of being studying English is already a huge financial struggle, made in order to take advantage of the opportunities brought by the World Cup and Olympics in Brazil. Then how to offer these students such a rich experience with natives? The solution came when we thought about another group of people who also want someone to talk to: the elderly who live in rest homes in the USA. And we created Speaking Exchange: an activity that connects students and the elderly through the internet. Making a conversation exercise be also a solidarity project and personal growth. An exchange in which everybody wins. For the execution, we created our own conversation software with voice and video, with all the functions the activity needs.

We created CNA its own platform, capable of maintaining a listing of registered homes, conduct conversations with voice and video and store the content for CNA teachers to evaluate it afterwards.

The solidary aspect of the campaign stimulated online sharing. Some people have known CNA for ages, but for the first time they felt involvement with the brand. The project also created a market differential, highlighting the client as the only one to offer such a rich experience and learning among over 10 competitors. With that, we drew new enrolments and raised the relationship between the school and students to a whole new level, not only based on location and price.