LONDON—UP Global, a non-profit that promotes entrepreneurship, has appointed Diffusion to handle its European launch.

The organisation, which began life as a US government initiative, has tasked Diffusion with overseeing the rollout of UP Europe, including a partnership with the European Commission. The ultimate goal is to inspire as many budding entrepreneurs as possible to start their own businesses during the campaign period.

UP Global helps entrepreneurs form communities and access key resources and is backed by such names as Dell CEO Michael Dell, LinkedIn co-founder Reid Hoffman and AOL co-founder Steve Case.

Diffusion will work to raise awareness of the events that UP Global runs for would-be entrepreneurs, while also aiming boost the organisation's corporate profile. A specific focus will be the Startup Weekend 'bootcamps', which see UP Global collaborate with Google for Entrepreneurs to develop ideas into viable businesses. 

“The global growth of entrepreneurship forms the core of our mission at Up Global and with Diffusion’s track record of successful start-up campaigns, they make the ideal partner with whom to launch in Europe," said Deborah Rippol, UP Global’s director of Europe.

Later stages of the campaign are expected to include a focus on encouraging European cities to become more involved with UP Europe.