Campaign4Good – EACA x 5Rights

The European Association of Communications Agencies (EACA) proudly presents an open brief for creatives, its first pan-European project: Campaign4Good – C4G. This groundbreaking, youth-driven initiative will drive positive change in the industry and wider society plus shine a spotlight on the creative talent of the future.

The winner will have their idea brought to life, developed and launched by the EACA members and partners. Going live in 2026 with guaranteed media placement, this brief isn’t just a creative exercise, but an opportunity to make an impact with the right creative idea.

C4G 2025 – 2026

Why This Matters?

Childhood has gone digital — but without a safety net. Today’s kids are growing up inside the Internet, not just alongside it. In Europe alone, over 80 million children use digital products every day; yet, unlike the physical world, where child protection is built into design, the online world leaves them vulnerable. Children are tracked, profiled, and monetised by platforms designed to capture attention, while facing risks like cyberbullying, grooming, harmful content, and addictive mechanics.
That’s why we felt the urgency to act. While laws like the EU Digital Services Act are steps forward, progress is slow and uneven, and parents, educators, and policymakers alone cannot shield children from systems designed against their best interests. We believe the creative industry has a unique role to play: to raise awareness, shift perceptions, and imagine new solutions. This open brief competition is our way to mobilise the next generation of changemakers — to talk about the problem and to create bold ideas that put children’s safety and wellbeing at the heart of Europe’s digital future.

Who’s Behind C4G?

The first edition is created in collaboration with 5Rights and ACT Responsible. 5Rights is an international NGO dedicated to improving the online environment for children. ACT Responsible is the voice of good advertising in Europe and beyond. This project is also supported by the European Institutions’ Representatives, aiming to harness the power of advertising and communications to highlight children’s digital safety and wellbeing.

What’s In for You?

Your Idea, Produced

into a real campaign, thanks to EACA Members.

Seen across Europe

Set to be presented on the Cannes 2026 stage and go live across Europe and beyond.  

To Deliver a Tangible Impact

On children’s lives and to show all the good creativity can bring to society.

And Shape the Future of our Industry

For a more responsible, impactful, and engaged future landscape/ad industry.

Everything You Need to Craft Your Entry

Timeline
  1. Brief Launch – 23 Sep 2025 @11 CEST
    We organised a webinar session to share more about this initiative, present the challenge, and address any questions you may have. Register now!
  2. Call for Entries – 23 Sep to 31 Oct 2025
    Teams prepare and submit creative ideas.
  3. Judging – November 2025
    The judging takes place in two rounds. The shortlisted campaigns will be announced on 25 November. The jury panel will be announced soon.
  4. Winner Announcement – 10 December 2025
    The winning team will be unveiled at the Effie Europe Gala on 10 December in Brussels by Michael McGrath, EU Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection.
  5. Campaign Development – Q1 2026
    The winning project will be developed into a pan-European campaign, brought to life across Europe through various media channels, with pro bono media space secured and allocated thanks to EACA commitment to deliver a positive impact.
  6. Campaign Rollout Announcement – Q3–Q4 2026
    We will launch the campaign across Europe with media placement support from EACA members. The presentation will happen at the Cannes International Festival of Creativity 2026, hosted by ACT Responsible (TBC)

Eligibility – Can You Join the Competition?

The Open Brief Challenge is open to all young professionals between 18 and 35 (you were born after 31/12/1990) who are employed by one of the EACA Members (directly or indirectly*). Participants may enter in teams of up to 4 people. Cross-agency and cross-country Collaborations are allowed as long as the majority of team members meet the EACA membership requirement.

*If your agency is part of one of the Agency Groups that are part of the EACA International Agencies Council – IAC, you meet the EACA membership requirement
If your agency is part of one of the Agency Groups that are part of the EACA Media Agencies Council – MAC, you meet the EACA membership requirement
If your agency is a member of an EACA National Association Council – NAC you meet the EACA Membership requirement.

Deadline and Fees

The Call for Entries is open from 23 September until 31 October (EOD)

The competition kicks off with the Brief Presentation on 23 September @ 11 CEST. Join the webinar to discover all the secrets behind the challenge and help us create a safer and fairer digital environment for children. The Brief is crafted in partnership with 5Rights, the global voice for child rights online.

Participation is free of charge. By removing entry fees, we ensure there are no entry barriers.
This competition aims to empower young voices and support the urgent cause of children’s digital safety and wellbeing.

How To Enter

We have prepared a word version of the entry form you fin dyou the platform to help you craft your entry: dowload the entry form here.
The Competition Platform will open on 23 September.

Judging

Check out the full JURY PANEL here.

Submissions will be evaluated following the criteria below:

Creativity & Originality (30%)
How bold, fresh, and imaginative is the idea? In what way is your idea original? Does it stand out from conventional approaches?

Strategy (15%)
Does the concept show a clear insight and structured approach, with a strong understanding of the audience and the challenge?

Relevance to the Brief/Cause (25%)
How does the campaign connect to children’s digital safety and wellbeing, and stay true to the brief?

Scalability Across Europe (15%)
How can the idea resonate across different cultures and countries, with the potential to be relevant and effective all over Europe?

Call to Action (15%)
How does the campaign inspire people to engage, enable them to act?

Terms & Conditions

By entering the Campaign4Good – Safety by Design competition, you agree to and accept the following terms and conditions

1. Originality

  • All submitted ideas must be the original work of the entrant(s).
  • Any use of third-party resources (such as research, images, statistics, or creative material) must be appropriately referenced.

2. Sources & References

  • Entrants must report all sources, references, and any intellectual property rights related to their submission.
  • Failure to cite sources may result in disqualification.

3. Intellectual Property

  • By entering, participants confirm that their submission does not infringe on the rights of any third party, including copyright, trademarks, or other intellectual property rights.
  • Entrants remain the owners of their ideas and creative concepts.

4. Usage Rights

  • By submitting an entry, participants grant the European Association of Communications Agencies (EACA) and its partners the right to use, adapt, develop, and reproduce the winning idea for the purposes of producing and launching the Campaign4Good – Safety by Design initiative.
  • This usage right is royalty-free, non-exclusive, and limited to the scope of the Campaign4Good – Safety by Design initiative.

5. Selected Entries

  • If an idea is shortlisted or chosen as the winning entry, the entrant(s) agree to cooperate with EACA and its partners in the development and production of the final campaign.
  • EACA and its partners may adapt the idea to ensure feasibility, scalability, and alignment with the campaign’s objectives.

6. Use of Artificial Intelligence (AI)

  • The use of AI tools is permitted, provided that entrants disclose which tools were used, how they were used, and for what purpose.
  • Entrants remain fully responsible for the originality, accuracy, and compliance of their submission, including any AI-generated elements.
  • Submissions that rely on AI without disclosure may be disqualified.

Download here the Terms & Consitions document.

Project Partners

5Rights Blue logo

If you have any questions, do not hesitate to reach out to francesco.bottegal@eaca.eu.