We turned a dying language into a new currency

How do you get people to start learning an endangered language like Yiddish? Bagels. Because every time you order a bagel, you speak a bit of Yiddish.

Duolingo turned this dying language into a new currency by partnering with iconic delis across the country and letting people pay for a free bagel and schmear with a Yiddish phrase.

The launch earned 1.4 billion impressions, national TV coverage, a front page article in the Wall Street Journal print edition, and #yiddish became a trending topic on Twitter. All the attention resulted in over 350,000 new sign-ups with $0 spent on paid media. Already in the United States, there are more Yiddish learners on Duolingo than native speakers.

Press: Forbes, NBC News, Food & Wine, The Verge

Awards: Cannes Lions Shortlist, Shorty Awards Winner x2