How 'Culture Captcha' is Turning Kenyans into Tourism Brand Ambassadors

SCANAD Kenya, part of J. Walter Thompson, recently team up with the Kenya Tourism Board to launch the first online access safety test that promotes Kenyan culture through GIFs. 

The Kenya Tourism Board needed a tool to educate the local population on their national monuments. It teamed with the agency to create the 'Culture Captcha', a modified version of the existing Captcha platform that is used to prove online users are not robots.

The 'Culture Captcha' uses short videos to showcase Kenya’s unique destinations in an innovative way that requires locals to identify key landmarks by filling out their names. The aim was to improve their aptitude in helping foreigners getting around and boost domestic tourism - thus turning 49 million Kenyans into 49 million brand ambassadors.