CaseUp 2025: Empowering Youth to Shape a Sustainable Future in UAE – IRDO collaboration in March 2025
Change is not something youth can passively wait for—it’s something they must actively shape. That belief has been at the core of CaseUp 2025, the UAE’s first large-scale CSR communication challenge for high school and university students, held in Sharjah. This initiative brought together some of the brightest young innovators from across the country to tackle real-world sustainability challenges and develop practical solutions, with guidance from industry leaders and global experts.
A Platform for Innovation and Impact
Over the past few weeks, CaseUp 2025 has evolved into more than just a competition—it has become a launchpad for future changemakers. With nationwide participation, international partnerships, and industry mentorship, the challenge pushed students to apply complex concepts like crisis communication, stakeholder engagement, and ESG protocols in real-world scenarios.
Participants had just 48 hours to analyze corporate strategies and develop actionable CSR and media-driven solutions to sustainability challenges, demonstrating their ability to think critically and act swiftly under pressure.
Collaborative Support from Global Partners
CaseUp 2025 was powered by the collaboration of key partners, including INova Global Solutions (UAE), INŠTITUT IRDO (EU), and the UN campaign Girl Up Northern Emirates, along with the American University of Sharjah (AUS) and its Media Communications Department. These partnerships brought together a diverse network of researchers, judges, and mentors, including: Dr.Hoda A.Alkhzaimi, Deemah Abdelkader, Dagmar Turkova, Izma Fatima, Miro Mihec, Anita Hrast (IRDO) and Sandra Abramovic, who guided the students throughout the competition.
From Semi-Finals to the Grand Finale
The competition saw over 20 registered teams, but only 8 advanced to the semi-finals, where they tackled real-world crises like greenwashing and developed communication plans to rebuild corporate trust. The top 4 teams then moved on to the finals, where they presented innovative media campaigns reimagining the future of the fashion industry for sustainability.
Celebrating the Winners
The finals were nothing short of inspiring, with students demonstrating creativity, dedication, and a passion for positive change.
- Team Sustainaminds (Eva Mathur, from De Montfort University, Dubai and Iffah Konian from Manipal Academy of Higher Education, Dubai) earned the Jury’s Choice Award for their insightful solutions.
- Team The Titanic Save Crew (Hamad Fahad, Omar Abdulaziz, Hamed Fahad Almarzooqi, Hamadan Taher from Emirates American School, Sharjah) captivated the audience with an outstanding video presentation, earning praise for their fresh, impactful approach.
A Pathway to the Future
Winners of CaseUp’25 will gain opportunities to advance their careers in CSR and sustainable development. Through the support of IRDO and INova Global Solutions, they will collaborate with companies or on projects in the EU and UAE as research associates, contributing to real-world sustainability initiatives. Additionally, winning students will receive mentorship from industry experts, gaining direct access to resources and networks that can help transform their ideas into impactful solutions. This opportunity extends beyond the UAE, emphasizing the global reach of sustainability efforts and the power of cross-border collaboration.
Inspiring the Next Generation of Changemakers
CaseUp 2025 has proven that the next generation is not just preparing for change—they are already driving it. By equipping students with problem-solving skills, fostering meaningful connections, and encouraging bold, innovative thinking, the competition has laid the foundation for a more sustainable and responsible future.
As we look ahead, we are excited to see these young changemakers continue their journey, shaping the future of CSR, ESG, and sustainability—one solution at a time.
Congratulations to all participants, mentors, and partners who made CaseUp 2025 a resounding success!
This incredible journey would not have been possible without the unwavering support of the American University of Sharjah Dr. Sohail Dahdal, the Media Communications Department, and, most importantly, dedicated team at the MCM Club. Their passion, commitment, and collaboration were instrumental in bringing this vision to life.
