Lyndsey Homer, Brand Manager, Mondelēz (parent company of Cadbury’s)

Layla Assi (aged 16) from Stockport, Greater Manchester, studying at Southport College, Merseyside, has been named the winner of “Best Campaign” in advertising and digital skills competition, Rise Up 2020. Part of The Code (https://www.thecode-dentsu.com/) from global advertising, marketing and digital agency, Dentsu, Rise Up 2020 challenged young people from diverse backgrounds to put their creativity to the test and develop a purpose-led brand campaign for Cadbury.

The young talent impressed the judges, including Cadbury’s Senior Brand Manager, Claudia Miceli and Brand Manager, Lyndsey Homer, as well as Paola Cassinelli, Senior Brand Manager from Mondelēz and Lauren Ashleigh Kelly, Client Director from Dentsu’sagency, Carat.

The winning campaign recommends using biodegradable paper wrappers, including a limited edition seeded card that can be planted to grow into plants and flowers. The judges were particularly impressed with the concept of taking something with a negative image and impact – packaging and wrappers – and turning it into a positive asset that helps promote biodiversity.

In her winning pitch to the judges, Layla Assi explained:

“It’s about time we started looking after the planet. Cadbury can be seen as a company that cares about the world’s future as well as their customers. Young, old, Cadbury consumers would be making a contribution to their ecosystem by simply buying a bar of chocolate. Cadbury really can feed the planet one wrapper at a time.”

The annual Rise Up competition, now in its fourth year, provides young people with a real-world client brief and support to create and present an advertising and marketing campaign to a panel of senior industry decision-makers. This year’s competition called on young people to create a campaign for Cadbury. They were challenged to shine a light on everyday moments of generosity and kindness, building on Cadbury’s history of social justice and community spirit, to show how the brand can inspire and showcase a little more goodness in the world.

The Code was launched in January 2017 in the UK as a proactive solution to the industry-wide need to promote a diverse workforce reflective of the population. It aims to excite young people about careers in advertising, digital industries and marketing. Dentsu works with schools in areas of low social mobility across the UK, specifically with schools that have an above-average percentage of students of BAME heritage and also above-average numbers of young people entitled to free school meals. 240 young people joined Rise Up 2020; 52% of competition entrants were from BAME backgrounds and 61% were female. The Code’s name is derived from its four pillars: Creativity, Opportunity, Diversity, Empowerment.

Euan Jarvie, CEO, Dentsu UK and Ireland, said:

“2020 has been a challenging year for young people who have had to contend not only with studying remotely during lockdown, but also seeing opportunities for work experience and training dry up. We were determined to make sure Rise Up remained accessible for the young people taking part in The Code to enable as many as possible to enter this year’s competition. Layla’s concept stood out for its environmental impact and clear link to an urgent issue. We’re all looking forward to seeing the idea evolve when Layla joins the Mondelēz and Carat brand teams for work experience, and know she has a bright future ahead of her.”

“The advertising industry cannot expect to connect and engage diverse audiences with impactful brand campaigns if the teams behind them are not equally as diverse.  In 2016, we recognised that starting to resolve the lack of diversity in the advertising industry would mean directly reaching out to people of different heritages, life experiences and social backgrounds, and exciting them about careers in fields they may never have considered. That is good for us, it’s good for the young people and schools taking part, and ultimately it’s good for the brands we work with.”

   Lyndsey Homer, Brand Manager, Mondelēz (parent company of Cadbury’s), said:

“Congratulations to Layla for creating an engaging and timely campaign. It has been a tough year for so many people up and down the country. The thousands of examples of generosity and kindness we’ve all witnessed have been essential to getting the nation through this crisis. Rise Up called on young creative minds to show that there’s a ‘glass and a half’ in everyone and showcase those acts of goodness. Layla’s campaign achieves that and more.”

Chiana Pettitt from Southend High School in Southend-on-Sea, Essex, was also highly commended by the judges for her one-minute elevator pitch. Her slogan, “Kindness and generosity is happiness – happiness is Cadbury”, captured the judges’ attention. So too did her wider campaign encouraging consumers to complete a bingo-style board of acts of kindness – from cooking a meal for a neighbour to saying ‘good morning’ to a stranger – and sharing their moments of generosity on social media.

In addition, all of the Rise Up 2020 finalists were surprised at the virtual awards ceremony with the offer of mentoring sessions with Dentsu experts to talk about life, school and their career paths. Each of the finalists received an XBOX Game Pass too to reward their impressive efforts.

IMPACT OF LOCKDOWN

Lockdown impacted this year’s prize and the schools and young people participating. To ensure as many young entrants could take part, The Code launched a digital curriculum and online platform alongside a safe-guarded mentoring platform.

The pivot to digital meant Dentsu and the partner schools involved could still offer valuable work experience, with access to mentors from Dentsu’s businesses, at a time when many opportunities for young people (particularly those approaching the end of secondary education) have been cancelled.

Scott Sallée, Social Impact Manager, Dentsu UK and Ireland said:

“Teachers tell us that these are often young people who are not listened to, whose voices do not get heard. The impact of demonstrating their talent to executives of globally recognised brands, is far greater than the competition itself.

“Schools are telling us just how difficult it has been for their students to secure work experience and other vocational skills training as companies across the board have scaled back the opportunities in the wake of Covid. The switch to a digital platform has meant we can continue to offer quality work experience with structured guidance from committed mentors. The Code and Rise Up opens the doors of our industry to the next generation of diverse talent, equipping them with the skills to thrive in the digital economy.

“None of us got where we are by ourselves. The Code offers Dentsu’s people a meaningful way to give back. Partnering with our clients outside of the commercial relationship consistently improves our client referral scores – aligning the why of our company with the why of their company and enabling us both to be a force for good.”

You may also be interested in these articles:

Register, Login or Login with your Social Media account:


Advertisers

Upcoming FE Events

Advertiser Skyscrapers

Newsroom Activity

PwC CPD Webinar: Social Mobility

PwC CPD Webinar: Social Mobility

FE News: The Future of Education News Channel shared a video in channel. 1 hour 1 minute ago

NGWLive: Aldi Graduate Hints & Tips

NGWLive: Aldi Graduate Hints & Tips

Jo Moriani added a new event 1 hour

Protecting your psychological health and wellbeing from...

Overview This webinar will discuss the following: • Why and how amid and in the pandemic recovery phase supporting students to be able to stay on...

  • Wednesday, 04 November 2020 10:00 AM
  • Online

Latest Education News

Further Education News

The FE News Channel gives you the latest education news and updates on emerging education strategies and the #FutureofEducation and the #FutureofWork.

Providing trustworthy and positive Further Education news and views since 2003, we are a digital news channel with a mixture of written word articles, podcasts and videos. Our specialisation is providing you with a mixture of the latest education news, our stance is always positive, sector building and sharing different perspectives and views from thought leaders, to provide you with a think tank of new ideas and solutions to bring the education sector together and come up with new innovative solutions and ideas.

FE News publish exclusive peer to peer thought leadership articles from our feature writers, as well as user generated content across our network of over 3000 Newsrooms, offering multiple sources of the latest education news across the Education and Employability sectors.

FE News also broadcast live events, podcasts with leading experts and thought leaders, webinars, video interviews and Further Education news bulletins so you receive the latest developments in Skills News and across the Apprenticeship, Further Education and Employability sectors.

Every week FE News has over 200 articles and new pieces of content per week. We are a news channel providing the latest Further Education News, giving insight from multiple sources on the latest education policy developments, latest strategies, through to our thought leaders who provide blue sky thinking strategy, best practice and innovation to help look into the future developments for education and the future of work.

In May 2020, FE News had over 120,000 unique visitors according to Google Analytics and over 200 new pieces of news content every week, from thought leadership articles, to the latest education news via written word, podcasts, video to press releases from across the sector.

We thought it would be helpful to explain how we tier our latest education news content and how you can get involved and understand how you can read the latest daily Further Education news and how we structure our FE Week of content:

Main Features

Our main features are exclusive and are thought leadership articles and blue sky thinking with experts writing peer to peer news articles about the future of education and the future of work. The focus is solution led thought leadership, sharing best practice, innovation and emerging strategy. These are often articles about the future of education and the future of work, they often then create future education news articles. We limit our main features to a maximum of 20 per week, as they are often about new concepts and new thought processes. Our main features are also exclusive articles responding to the latest education news, maybe an insight from an expert into a policy announcement or response to an education think tank report or a white paper.

FE Voices

FE Voices was originally set up as a section on FE News to give a voice back to the sector. As we now have over 3,000 newsrooms and contributors, FE Voices are usually thought leadership articles, they don’t necessarily have to be exclusive, but usually are, they are slightly shorter than Main Features. FE Voices can include more mixed media with the Further Education News articles, such as embedded podcasts and videos. Our sector response articles asking for different comments and opinions to education policy announcements or responding to a report of white paper are usually held in the FE Voices section. If we have a live podcast in an evening or a radio show such as SkillsWorldLive radio show, the next morning we place the FE podcast recording in the FE Voices section.

Sector News

In sector news we have a blend of content from Press Releases, education resources, reports, education research, white papers from a range of contributors. We have a lot of positive education news articles from colleges, awarding organisations and Apprenticeship Training Providers, press releases from DfE to Think Tanks giving the overview of a report, through to helpful resources to help you with delivering education strategies to your learners and students.

Podcasts

We have a range of education podcasts on FE News, from hour long full production FE podcasts such as SkillsWorldLive in conjunction with the Federation of Awarding Bodies, to weekly podcasts from experts and thought leaders, providing advice and guidance to leaders. FE News also record podcasts at conferences and events, giving you one on one podcasts with education and skills experts on the latest strategies and developments.

We have over 150 education podcasts on FE News, ranging from EdTech podcasts with experts discussing Education 4.0 and how technology is complimenting and transforming education, to podcasts with experts discussing education research, the future of work, how to develop skills systems for jobs of the future to interviews with the Apprenticeship and Skills Minister.

We record our own exclusive FE News podcasts, work in conjunction with sector partners such as FAB to create weekly podcasts and daily education podcasts, through to working with sector leaders creating exclusive education news podcasts.

Education Video Interviews

FE News have over 700 FE Video interviews and have been recording education video interviews with experts for over 12 years. These are usually vox pop video interviews with experts across education and work, discussing blue sky thinking ideas and views about the future of education and work.

Events

FE News has a free events calendar to check out the latest conferences, webinars and events to keep up to date with the latest education news and strategies.

FE Newsrooms

The FE Newsroom is home to your content if you are a FE News contributor. It also help the audience develop relationship with either you as an individual or your organisation as they can click through and ‘box set’ consume all of your previous thought leadership articles, latest education news press releases, videos and education podcasts.

Do you want to contribute, share your ideas or vision or share a press release?

If you want to write a thought leadership article, share your ideas and vision for the future of education or the future of work, write a press release sharing the latest education news or contribute to a podcast, first of all you need to set up a FE Newsroom login (which is free): once the team have approved your newsroom (all content, newsrooms are all approved by a member of the FE News team- no robots are used in this process!), you can then start adding content (again all articles, videos and podcasts are all approved by the FE News editorial team before they go live on FE News). As all newsrooms and content are approved by the FE News team, there will be a slight delay on the team being able to review and approve content.

 RSS IconRSS Feed Selection Page