menu

Brazil’s Cabbies Get Free English Lessons Before The World Cup

Brazil’s Cabbies Get Free English Lessons Before The World Cup
culture

Voxy's targeted language learning offered to a fleet of 40,000 taxi drivers.

Ross Brooks
  • 19 may 2014

The 2014 FIFA World Cup finals will be held in Brazil in less than a month, which is why the country’s taxi drivers have started to brush up on their English skills. A partnership between 99Taxis and the language-learning platform Voxy has the two companies offered a more relevant type of English class. So far, 2,000 of the nation’s 40,000 cab drivers have signed up, which entitles them to three months of free lessons.

“What makes us different, is that we’re a needs-based language learning program. We don’t start with ‘basics’ and build up,” Voxy’s chief education officer Katie Nielson told Quartz.“That’s not the best way to teach a language, especially not to adults.The bottom line is that people learn when what they’re learning is relevant to their needs.” What that means is that Voxy integrates news stories, audio, and video to teach its users based on what they like to talk about, and what they really need to learn.

voxy-99taxis-brazil-world-cup-2.jpg

In the case of Brazil’s taxi drivers, that meant Voxy went in search of phrases that are targeted specifically at ferrying passengers around the city. Being able to decipher Google directions, identify certain parts of the vehicle and how to tell a customer to put something in the trunk, for example, are the kind of things that made it into Voxy’s lesson plan.

“We’re very interested in developing a program that teaches English to software developers,” Nielson says.Voxy is working on a program for the overseas employees of English-speaking countries.“Those engineers need to know how to communicate effectively with colleagues, and that education should be personalized.”

For the time being, it’s good to know that the company is targeting language learning that really counts, instead of just trying to take a one-size-fits-all approach that often leaves people frustrated and unable to communicate in even the most basic day-to-day situations.

Voxy / 99Taxis

 

[h/t] Quartz

Images via Flickr, Voxy, 99Taxis

culture
Trending

Lancôme's Newest Campaign Stars A Domestic Abuse Survivor

Advertising
Arts & Culture Yesterday

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

Travel Yesterday

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap

Trending

Get PSFK's Related Report: Future of Automotive

See All
Social Media Yesterday

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Yesterday

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

Fitness / Sport Yesterday

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

Experiential Marketing Yesterday

UNICEF’s ‘Time Machine’ Tells Stories With Data

An experiential installation at the UN General Assembly reminds us why every child matters

Design & Architecture Yesterday

Watch The World’s Tallest Building Become An LED Display

Burj Khalifa gives a backstage look at how the transformation came to be

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 26, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

Travel Yesterday

Boeing Wants To Make Your Flight Better With Cloud And Star Projections

The manufacturer is trying to patent a projection system that would allow them to project images onto a plane's interior surfaces

Latin America Yesterday

Colombians Teach Dance To Fund Students’ Education

Chocó to Dance is a platform that shows you how to replicate popular Latin dances to help create scholarships for local students

Work Yesterday

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX on why employee fulfillment is a journey and not a destination

Culture Yesterday

Brand Engagement At The Gates Of The World’s Largest Open-Air Gallery

Tiger Beer and a neighborhood-minded nonprofit celebrate and promote New York's creative spirit by beautifying 100 security gates

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Technology Yesterday

How Technology Can Save The World By Saving Time

PSFK attends the Social Good Summit 2016 to see how new tech is changing the world for the better

Travel Yesterday

Marriott’s Gravity Room Installation Gives Travelers A New Perspective

The luxury hotel chain's #MGravityRoom invites visitors to snap and share pictures of its inverted set up

No search results found.