New Social Project Will Prepare Students for the Opportunities of the Digital Economy

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Dentsu Aegis Network Bulgaria and Isobar Commerce launch the pilot project "The Code" in 5 Bulgarian schools, partnering with the educational institution Junior Achievement Bulgaria

25th January 2019, Sofia: Dentsu Aegis Network Bulgaria and Isobar Commerce launch a new social project aiming at preparing students in secondary and high school for leveraging from the opportunities of the digital economy. The initiative is called "The Code" and is part of the global CSR policy of the agency holding group Social Impact policy. "The Code's" goal is converting the challenges of the digital economy into positive opportunities that work for all the society members. Junior Achievement is project's main partner both on local level in Bulgaria and globally with the ultimate goal of creating positive social impact.

The pilot edition of "The Code" has the ambition to orientate and introduce the adolescents in 7th and 8th grade at 5 Bulgarian schools in the field of digital marketing  and e-commerce.

The campaign subscription period ends on the 1st February. The registration for entrepreneurial teachers, students and schools is open on Junior Achievement's website:

About "The Code"
The initiation of "The Code" comes after Dentsu Aegis Network's global research "The Society Index", according to which only 45% of society is optimistic about the opportunities of the digital economy. Another research finding is that people are concerned about the potential loss of jobs as a result of the digitization. Furthermore, respondents are not sure about having the right skills to succeed in the changing environment. The beginning of the initiative was given in Great Britain in 2018 where the best Dentsu Aegis Network experts voluntarily share their knowledge, skills and experience with young people. The professional experts  introduce the youngsters in the context of the marketing industry and give them valuable guidance for succeeding in the digital economy. By far, the Dentsu Aegis Network team has succeeded to share their knowledge and prepare 6,000 students in 7,000 hours with the support of more than 200 DAN experts. In 2019, the pilot campaign started in all the 145 market where the company operates, among which Bulgaria. The organization's goal with "The Code" is improving the digital skills of 100,000 children by 2020.

"The Code" in Bulgaria
In Bulgaria, the pilot edition of "The Code" will occur in the period March-May 2019 and will involve 5 schools in Sofia. They workshops will take place in one day when 35-55 students in 7th and 8th grade participate in lectures that combine theory and practice on the basis of the model "learning by doing" of Junior Achievement. In the first initiative, the students will be shown a theoretical framework of the topic based on which they will need to work on in teams later in the day, following the Junior Achievement's "innovation camp" model. In the next 5-7 weeks, the participants will have time to develop and finalize their ideas, assisted by the Dentsu Aegis Network and Isobar Commerce's mentors from distance. They will prepare final video presentations that will be presented in the final "The Rise Up Challenge"  event that will take place in Sofia in the last week of May 2019.

In order to participate in "The Code", teacher, school mayor or deputy school mayor have to fill in the application form by 01.02.2019 at


For further information contact:

Rumiana Yakimova
Corporate Communications
Dentsu Aegis Network
26-30 Bacho Kiro Str.
2nd floor
Sofia 1000
T: +359 (2) 981 99 17

About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists.

About JA Bulgaria

For 22 years now, JA Bulgaria has been a leading educational organization in Bulgaria, a member of a global network with an established reputation for providing innovative and modern 21st-century education to students from kindergarten to university.

Our portfolio of educational products and services features programs in 3 thematic areas: entrepreneurship, financial literacy and employability skills. JA uses the Progression model “From ABC to PhD” - a spiral approach of education as a way to create sustainable entrepreneurial competencies. JA’s philosophy of teaching and learning is based on learning by doing and blended classroom using digital interactive content and high technologies. The business model of the organization features close collaboration with the business sector and practitioners who participate in the creation and delivery of educational content, training and services, and policy development in education and entrepreneurship. JA Bulgaria is a member of JA Worldwide and JA Europe and reaches 30,000 students from 450 locations in the country annually.