Creativity, Opportunity, Diversity & Empowerment – ‘The Code’ for success

How can we empower young people at a time when many teachers aren’t even seeing their students face to face?

Challenging times force people to think creatively and that’s what Dentsu Aegis Network (DAN) has done. Rather than letting the current pandemic thwart their efforts to inspire the next generation of digital, media and creative communicators, the global communications experts are launching a new online curriculum for schools. Working alongside MyKindaFuture, a company that focuses on recognising underrepresented and diverse talent, DAN is launching The Code – a digital programme designed to open industry doors to people from diverse backgrounds.

The digital curriculum, aimed at students aged 15 to 18, will go live on Monday 1st June and has been purposefully launched in response to the learning barriers raised by COVID-19. DAN and MyKindaFuture are well aware of the impact the pandemic will have on unemployment levels and the economy, and are determined to play their part in tackling the hurdles this might exacerbate for many young people. The Code aims to empower young people from BAME and disadvantaged backgrounds, and to highlight the careers they can aspire to – an endeavour to applaud.

The Code curriculum provides educational videos and lesson plans created by the DAN team. Resources include the Jaguar Land Rover challenge, where students need to think about the sustainability of the car and how best to communicate it. A great task that highlights that innovation always needs to be communicated well if it’s to be successful. The Code’s focus on sustainability is another reminder that looking ahead to future generations is at its core.

The Code also runs the Rise Up competition, which gives students the chance to tackle a real brief for a real client. This year, the client is international snack giant, Mondelēz.  With prizes including work experience at DAN and career coaching, the emphasis is clearly on fostering students’ long-term potential. Students can enter as individuals or teams. With a deadline of Friday 10th July, this could be a great mid-term project for students to get their creative teeth into, whether they are home schooling or back in the classroom.

Since its launch in the UK in 2017, The Code programme has supported 12,500 students in exploring potential careers. In 2020, though the means have been adapted, the aim remains the same; with adaptability and resilience, the future is never on hold.

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