Co-op and Mondelēz International extend unique social impact partnership with dentsu UK’s Rise Up Challenge

Published on:

Dentsu UK today reveals that Cadbury owner Mondelēz International and Co-op are extending their joint commitment to the agency group’s award-winning Rise Up Challenge for a second year.

The annual competition is designed to open the doors of the creative and digital industries to young people from diverse backgrounds, upskilling them in digital media and creative communications whilst helping to create a generation of ethical and responsible digital citizens.

Rise Up challenges 15 to 18-year-old students to develop a creative digital advertising campaign in response to a real client brief and encourages the next generation of leaders and activists to share their ideas on how to confront the climate crisis.

This year’s challenge in the UK engaged almost 1700 UK teens – 62% of participants were from ethnically diverse backgrounds, contributing to the advertising industry's shared goal to improve diversity within the sector. The UK competition forms part of dentsu international’s first ever Global Rise Up challenge to mobilise 10,000 young creatives.

The latest UK teen cohort were tasked with inspiring consumers to drastically reduce their food waste in answer to the question - How can Co-op & Cadbury come together to inspire generosity and co-operation to showcase a little more goodness in local communities? Food waste is a significant factor in both climate change and biodiversity loss and responsible for an estimated 10 per cent of global greenhouse gas emissions, with one third of all food produced ending up in landfill sites.

Winners Vicky and Luke in year 12 at Manchester College will see their campaign idea brought to life and - along with three highly commended entries - have been awarded career opportunities including work experience placements with dentsu UK, Co-op or Mondelēz plus the offer of a permanent role with dentsu UK.

The finale saw 13 teams from across the country pitch campaign ideas for the two major brands to a panel of expert judges including Amanda Jennings, Director of Events and Partnerships, Co-op, James Morris, CEO Creative and chair of DEI Council, dentsu UK & Ireland and Clive Jones, President Central Europe, Mondelēz.

James Morris, CEO, Creative UK & EMEA and Chair of dentsu’s DEI Council, UK&I said: “We’re really proud to extend this unique collaboration with Co-op and Mondelēz who share dentsu’s ambition to tackle the world’s sustainability challenges and help young people, regardless of their background, to achieve their dream career.

In the complex ecosystem of sustainability, food waste is an area where we all can make positive change and Rise Up sees the industry’s next generation of leaders use the power of creativity, media and insight to bring their ideas to life with clients joining together as a force for good.”

Ali Jones, customer & community director at Co-op, said: “We’re delighted to be taking part in the Rise Up Challenge to help upskill the next generation of climate activists. We know we can achieve a better and fairer world when we work together, so we’re looking forward to seeing how we can help bring these fresh ideas to life, and tackle such an important issue as food waste.”

Jay Cooper, Northern Europe President, Mondelēz International: “Partnering with dentsu on its Rise Up Challenge for the second time in a row, we now join our mutual partner Co-op in an important campaign to upskill diverse young people from around the UK, provide mentoring opportunities and connections into our industry, and celebrate creativity and innovation. We can’t wait to welcome these bright young minds for work experience and work more closely with them. Congratulations to all finalists!”

Now entering its sixth year, the Rise Up Challenge returns this autumn and builds on dentsu’s flagship award-winning schools and early careers programme The Code which is open to all young people in secondary school across the UK and around the world. The Code and Rise Up create meaningful opportunities for the next generation whilst diversifying the talent pipeline for the industry.

As part of its ambitious Social Impact strategy dentsu has set a goal of creating 100,000 empowered digital citizens by 2030.

- ENDS -

For further information, contact:

Claire Cumberland                                            

Head of Corporate Communications, UK & Ireland                                                   

07894 607 983                                                                     

About The Code

We will help create a generation of responsible, ethical and empowered digital citizens. The Code aims to support 100,000 young people to become empowered digital citizens over the next decade.

The Code opens the doors of our industry to students from disadvantaged backgrounds, through immersive workshops, the Rise Up Creative Challenge, mentoring, work experience opportunities and apprenticeships.

Founded in the UK, The Code has now launched in eleven markets - including the UK, US, Canada, China, Singapore, Poland, Bulgaria, Denmark, Mexico, France and the UAE. To date, we have reached more than 14,000 young people through The Code.

About dentsu international

Part of dentsu, dentsu international is made up of eight leadership brands - Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, MKTG, Posterscope and supported by its specialist brands. Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists. 

About Mondelēz International

Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2021 net revenues of approximately $29 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit or follow the company on Twitter at