• Business Problem: Babbel is underperforming with Gen Z compared to competitors like Duolingo.

    The challenge is to increase Babbel’s relevance and consideration among Gen Z by reframing how they view time spent on their phones.

  • Gen Z wants If Gen Z spent the same amount of time on Babbel as they do on TikTok, they could be fluent in Spanish!

    Last year, Gen Z spent on average:

    • 468 hrs (20 days) on TikTok

    • 456 hrs (19 days) on Instagram/Facebook

    • 212 hrs (9 days) on Snapchat

    Time required to reach B1 proficiency on Babbel:*

    • 350 hrs – Spanish

    • 350 hrs – French

    • 450 hrs – German

    • 500 hrs – Russian

    *B1 proficiency = an intermediate level of fluency

    Sources: Babbel, U.S. Department of State, Guide2Fluency

  • A campaign that transforms Gen Z’s screen time into a wake-up call—showing that the hours spent scrolling could have been used to learn a language with Babbel.

    The goal: to challenge users to see Babbel as the smarter alternative to doomscrolling

BABBel

Last year, the average Gen Z spent 48 DAYS SCROLLING on social media. It takes 15 DAYS to reach B1 Proficiency on Babbel.

For Gen Z and Alpha, learning a new language can feel like a big commitment—but compared to the time they already spend on social media, is it really?

Role: Art Director & Copywriter | Solo Project

Activation

What is your screen time saying?

At Babbel.com/screentime, users can enter the number of hours they spend daily on their favorite social media platforms. The website will convert their daily screen time into how long it would take them to become proficient in the language of their choice if they spent that same amount of time on Babbel.

To make it more fun, an AI-powered comment will generate a playful reaction to their results, indicating what their screen time is trying to “say.”

Finally, users are encouraged to screenshot their outcome and share it on social media through the hashtag #MyScreenTimeIsTalking.

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