EACA launches student competition aimed at getting rid of stereotyping in toy marketing

9 October, Brussels – Last month, a call for entries was launched for the eleventh edition of the Ad Venture Student competition organised by EACA and its European Institute of Commercial Communications Education (edcom).

The Ad Venture Student Competition is a pan-European contest which challenges communications students to develop an advertising campaign for a real client. The competition allows students to put their skills to the test and experience the communications industry in real life. The top campaigns will even have a chance to be supported by the client and run live.

This year’s client, Let Toys Be Toys, is a grassroots social media campaign set up by concerned parents in late 2012. It has a simple task for the toy and publishing industries: stop limiting children’s interests by promoting some toys as only suitable for girls, and others only for boys.

Students in the field of commercial communications are challenged to create a campaign that will make the target audience aware, understand and care about why gender stereotyped marketing to children matters.

The topic of the competition supports the mission and commitment of EACA as a member of the United Nations-led Unstereotype Alliance, which aims at using advertising as a force to drive positive change and eradicate harmful gender-based stereotypes. Through its strong network, EACA wants to make a contribution to their principles and help make a difference.

The objective of the Ad Venture campaign is to move towards a situation where it becomes a social norm to offer boys and girls a free choice of toys to play with, by motivating parents to challenge gender stereotyped marketing aimed at children. The final goal is to make parents understand that offering the widest range of play experiences to all children irrespective of their gender ensures the best chance for boys’ and girls’ learning opportunities.

The submitted entries will be assessed in three rounds by a broad base of judges, comprised of academics, advertising professionals and client representatives from across Europe. The three finalist teams will have the opportunity to present their campaign during the edcom Member’s Meeting in May 2019. The winning team will be rewarded with travel, accommodation and a ticket to the Cannes Lions International Festival of Creativity in June 2019.

For more information about the competition please visit our website or contact us at inspire@eaca.eu.