Bridge to Belonging positions Duolingo as a cultural connector, transforming fans from passive spectators into active participants through language. Rooted in the insight that Gen Z and Millennials crave belonging, community, and culturally relevant experiences, the campaign leverages global fandoms (like Bad Bunny, Messi, and Alcaraz) to make language learning feel personal, social, and identity-driven. By linking passions to practice, Duolingo becomes the place where cultural curiosity turns into fluency and global connections thrive.