BBC WORLD SERVICE | ENGLISH CLUB

BBC World Service wanted to create a suite of printed teaching materials for isolated self-study learners of English. The materials needed to be culturally appropriate for learners across sub-Saharan Africa and China.

Taylor McKenzie created a sub-brand 'English Club' which featured a 'star' character who could be dressed in various guises suggesting the theme of the publication. The English Club quarterly magazine ran for three years and included exercises, games, quizzes and fun facts.

The number of attempted downloads for each magazine reached 500,000.

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