Promoting intercultural understanding: Bell celebrates international student community through World Cup campaign

11 June 2010

Amidst growing excitement on a global scale, the Bell Educational Trust launches their World Cup web campaign on 11 June, celebrating the diverse nationality mix of their students through World Cup interviews and football-related language activities.

Bell’s website will transform, combining an interactive global ‘World Cup’ map with insights and opinions from students on the World Cup and their experience in the UK. The students come from many of the World Cup nations including Brazil, Argentina, Japan, the Korean Republic, Cameroon and South Africa.

Bell’s diverse nationality mix is something we are very proud of. Last year, we welcomed students from over 95 countries worldwide and it’s great that this year, many will enjoy the World Cup experience in Britain, together with other students from all over the world,” explains Will Kinsman, Group Sales and Marketing Director at Bell.

Students have also been discussing how the global football event promotes intercultural understanding and co-operation, values which underpin Bell’s learning practices.

Ana from Portugal who is studying Intensive English at Bell says: “I think the World Cup encourages people to learn more about each other, their countries and cultures.”This is a sentiment echoed by Alexandre from Cameroon: “The World Cup unites nations - if Cameroon doesn't win I'll support the UK.”

Sophie from the Netherlands, studying Intensive Cambridge Exam Preparation, adds, “I’d like it to be a Holland versus Brazil final as I’ve made lots of Brazilian friends since being at Bell.”

The campaign also encourages students to take part in online football-related activities which will help them to build up their football vocabulary and English language skills. These activities will be updated throughout the tournament and will be signposted via Bell’s Facebook and Twitter accounts.

For more information and to view the World Cup campaign, visit


Media and press enquiries:

Caroline Davidson
PR and Marketing Executive
Bell International
Red Cross Lane
Cambridge, CB2 0QU

Telephone: +44 (0)1223 275567
Fax: +44 (0)1223 414080

Notes to Editors

About Bell

Bell is a leading educational charity and one of the largest British-owned providers of English language education services. Each year, Bell helps over 100,000 students, from more than 120 countries through one of its 37 worldwide teaching centres and e-channels, primarily to learn English and other languages. Bell operates 9 centres in the UK, including a boarding school for international students.

The organisation also provides teacher training, educational management, consultancy and project services to international organisations, universities and governments.

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