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The second edition of The Code's Rise up Challenge in Bulgaria set an even more ambitious goal for 2020 – to develop an interest in the professions offered by the digital economy and showcase how digital business can work for the environment. 

Dentsu Bulgaria joined forces with WWF to empower students  aged 14-16 to create an online strategy, including social media and e-commerce, to promote a better quality of life for both people and planet. All during a global pandemic that set limits like never before.


The educational program was tailored to the needs and goals of one of the world’s most famous NGO’s and its most important local campaign for the year: raising funds for the protection of the brown bear population in Bulgaria.

The implementation of The Rise up Challenge in October 2020 coincided with a local lockdown and closing of schools due to the COVID-19 pandemic. We turned the challenge into an opportunity to harness the power of the digital economy and the impact it can have on the environment, which led to a 100% environmentally friendly and paperless initiative.

80 students from 8 schools across the country worked on creating the most effective social media strategy for WWF and their initiative to protect the brown bear. The program received 100% commitment from the students involved and a signature comment from one of the teachers after the end of The Code's Rise up Challenge speaks for itself: "With this program you saved me a whole semester of teaching."


In two weeks and entirely online, young people in grades 8, 9 and 10 were taught how to turn their natural knowledge of social media into a professional media product for a public cause. 

WWF praised the quality of the communication proposals and gave a green way to the three top strategies to find a place in the social networks of the association. This allowed for participating students to see their work not only appreciated, but also realized in a live media environment.

The initiative was voted “Greenest Educational campaign of the year” in Bulgaria at the B2B Media Awards in 2021.