Telecomm company Vodafone linked an unusual cause-marketing effort to its brand equity around communication. In a village in Mexico where the last two speakers of a dying language, Ayapaneco, live. But they won't speak to each other. So Vodaphone brought in a Stanford University linguistic anthropologist to get them talking. A short film on it is part of the brand's "First" campaign. Vodafone has created a mobile site that serves as an Ayapaneco dictionary.