On March 20, 2018, the President of the Republic outlined his plan for the French language and multilingualism.
“To speak French, to write it, is to enter into a huge community of experiences and views,”
he said.
Two years after its declaration, the French Institute, whose mission is to promote and defend the idiom, extends this
“objective of promoting an open Francophonie”
and launches a global digital campaign called #plusloin.
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"It is the variation of the plan for the French language launched by the President of the Republic"
, explained straight away Erol Ok. On September 21, the director of the French Institute was surrounded by Judith Roze, director of the language French, books and knowledge, Jean-François Guéganno, director of communication and sponsorship and Marie Huss, consulting director of the Insign agency.
In front of a studious assembly, they presented the said campaign, the ambition of which is to
"promote the learning of the French language among 18-25 year olds"
.
What is it then?
This is a campaign which aims to show the modernity and usefulness of the French language.
An idiom allowing to go
"further in his studies, in his professional career as well as in his travels"
.
But not only.
Given the pandemic, the Institute's objective is also to relaunch, with this operation, a dynamic of registration in establishments of the French cultural network abroad ”.
The computer tool is a way of showing that the French language is alive
Erol Ok, director of the French Institute
In order to make the campaign attractive and accessible to all, it has been designed in an exclusively digital format.
Who says young, says "smart phone" - in good French.
The operation is therefore available on several media: a website available in seven languages "plusloin.io" and social networks (Facebook, Twitter, Instagram, TikTok).
"The computer tool is a way of showing that the French language is alive"
, specifies Erol Ok. Indeed, it must be remembered, French is the 4th most spoken language on the internet.
Most importantly, the campaign is available on Whatsapp.
"A unique number has been created * to allow anyone learning French to communicate with a French speaker via text message, voice message or video call."
An
“unprecedented process for an institution”
,
“tailor-made”
insists on specifying the team.
Active from September 21 to October 2, the first phase of this system is available in 34 countries.
"Twelve gentle showers"
This is not the only attempt by the French Institute to seduce the
"generation of 18/25"
.
The campaign also offers short, sparkling videos in which personalities
“come from all over the world and have learned French”
express themselves on their journey.
This is how we see the singer Jane Birkin give in to the question-and-answer game and pronounce with a charming accent:
"My luck, it was France"
.
Also included and among others: Blanca Li, Spanish choreographer, Ludmila Pagliero, Argentine star dancer at the Paris Opera, Marcos Avila Forero, Colombian contemporary artist as well as "influencers".
It is easy to understand that the French language is rich, unique but also pernicious.
Through tongue twisters - these sentences which are difficult to pronounce and which make us confuse - we discover a Jane Birkin stumbling on the formula
"twelve soft showers"
or a Teddy Kossoko, computer engineer in the space field, hesitating on
"your tone. has tea taken away your cough
?
Not easy ... including for a French!
But that's the whole idea of the campaign.
"These tongue twisters make it possible to put everyone on an equal footing"
, specifies the French Institute.
Message received: the French language belongs to everyone.
It only remains for young francophones to seize it.
The #plusloin campaign was
"co-built with all the players in the French cultural network abroad, made up of the cultural services of the French embassies, the French Institutes and the Alliances Françaises"
, reads the press release. 'establishment.
“Many diplomatic posts were associated with its design: Morocco, Russia, Romania, Brazil, Mali, India, Argentina, United Kingdom, Vietnam, United Arab Emirates, Nigeria ".
* Whatsapp number: +33 6 99 82 13 75.
