Dentsu Aegis Network Launches New Partnership with NAF

Dentsu Aegis Network has announced a partnership between the NAF and 'The Code'. The Code is Dentsu Aegis Network’s interactive marketing and advertising workshop designed to encourage multicultural youth to enter into these industries.

Launched in 2017 by Dentsu Aegis Network’s global team, The Code is one of the network’s three global society programs, committed to sharing digital marketing skills and knowledge with 100,000 youth by the end of 2020.

The pilot programme hosted 25 youth ranging from 14- to 16-years-old. Students were given an industry overview and a mini campaign brief, which they worked on with volunteers from Dentsu Aegis Network and presented in teams at the conclusion of the day.

Teaming up with NAF allows Dentsu Aegis Network to make their impact with these youth, even more meaningful. NAF solves some of the biggest challenges facing education and the workforce by bringing education, business, and community leaders together to transform the high school experience for students in underserved communities nationwide. It ultimately ensures that high school students are college, career, and future ready. Their educational design combines industry-specific curricula and work-based learning experiences to help students make connections between their education and their potential career paths.

JD Hoye, chief executive officer, NAF said: “NAF works to expose students to a wide range of career options available to them. By partnering with Dentsu Aegis Network, we are expanding the possibilities for our students in the marketing industry, as well as helping them build valuable personal communications skills, with the expertise of a successful global leader in the space. This is a unique opportunity for our students to see themselves in a world they may never have imagined, while equipping them with skills that transcend industry boundaries.”

During the 2018-19 school year, over 100,000 students attended 617 NAF academies across 35 states, including Washington, D.C. and the U.S. Virgin Islands. In 2018, NAF academies reported 99% of seniors graduated with 87% of graduates planning to go to college. This momentum complements and supports Dentsu Aegis Networks plan for The Code in 2020.

Michele Salle, U.S. chief people officer, Dentsu Aegis Network said: “Diversity of thought and voices in our industry is critical so that we reflect society and the various communities we serve. The Code is a fantastic way to educate high school youth across the U.S. about marketing in a practical and assessable way. We’ve had very successful pilot sessions in New York City, Detroit and Maryland with NAF and they are the perfect partner to launch with in the U.S. The Code and NAF also reinforces our commitment to the Sustainable Development Goals, specifically goal four, which is Quality Education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.”

The partnership is being led by Bruce Reynolds, U.S. social impact director, Dentsu Aegis Network. Following the success of the pilots, Dentsu teams in the New York, Los Angeles, San Francisco, San Diego, Detroit, Chicago, Boston and Fort Worth, Texas offices will take part in The Code volunteer sessions, to share the program with diverse youth via partnerships with schools, 501(c)(3) orgs and other related initiatives.