LANGUAGECERT has just kicked off a promotional campaign called “Lives Retold.” It looks like the campaign will, through video vignettes, tell the stories of people who used the LanguageCert test to help start their lives abroad. The first is about Zhenyi, who moved from Liaoning (China) to Manchester after taking the test. I lived in Liaoning for several years (a long time ago), so I really dug this particular story.
Well-made content with good production values can put a human face to English tests. Beyond promoting products and attracting “likes,” it can also build enthusiasm and community amongst the people that influence test taker decisions. Community building is something test makers used to do really well, but sometimes struggle with nowadays.