With a nod to Russia's anti-gay legislation, the Babbel app urges soccer fans heading to the tournament to express themselves in Russian. Posters showing same-sex couples and with the text "I am married to a man" and "I am married to a woman" in Russian promote the app's new language courses to learn the language of mother Russia (and Putin).
The campaign is present in Germany at train stations in Berlin, where trains depart for Moscow, on billboards around the city and also in Barcelona and Madrid. The campaign was created internally by the Babbel team.
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