Ben & Jerry's seeks 'social change' with global CSR campaign

Ben & Jerry's is inviting 18- to 34-year-olds from 11 European and Asian markets who are using business to "create social change" to claim a prize.

Ice cream brand Ben & Jerry's kicked off its 2014 Join Our Core global contest on Monday, calling on social enterprise startups to compete for a $10,000 cash prize.

The brand is running the competition for the third year with social entrepreneur network Ashoksa. It is inviting 18- to 34-year-olds from 11 European and Asian markets who are using business to "create social change" to claim the prize, which also includes business mentoring and a trip to Ben & Jerry’s headquarters in Vermont.

A spokeswoman for Ben & Jerry’s said the campaign is designed to support its ethical brand positioning.

The effort, which launched Monday, will run through October 31, when a shortlist of winners will be invited to pitch to win. Shortlisted entrants will present to judges in London, Tokyo, or Singapore, who will select one winner per country.

UK-based competitors, who will receive guidance and presentation training, will need to win over Divine Chocolate MD Sophie Tranchell to claim first place.

"Through the contest, we want to celebrate young people across the globe who are driving cool and innovative business models that create social change," said Matthieu Barrett, digital lead at Ben & Jerry’s Europe.  

He added that the company had invested in a "digital contest hub," developed by Maynard Malone on the Ben & Jerry’s global website to create a single global platform for the campaign for the first time.  

Finalists will pitch on November 19 and winners will be announced on November 20. The winners will have a chance to meet the brand's co-founder, Jerry Greenfield.

This story originally appeared on the website of Marketing.

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