ACT CARE YOUTH FAVOURITE IS BACK

Giving a Voice to the Next Generation

Each year, alongside its professional juries, ACT Responsible invites students from partner schools to take part in the ACT Care Youth Favourite — a distinction designed to spotlight how the next generation perceives advertising’s role in addressing today’s most pressing social and environmental issues. The initiative seeks to reveal which campaigns resonate most strongly with young audiences, what values guide them, and how they interpret creativity when it is used as a force for good.

For the 2025 edition, 45 students from IHECS (Belgium), Coventry University (United Kingdom), ISEG (France), and universities in Ecuador, Mexico and Greece participated in the online evaluation phase.

Over the course of a month, they reviewed the same 30 shortlisted campaigns examined by the international Expert jury, assessing each one according to the ACT Care Awards criteria: originality, execution, societal impact, emotional resonance and respect for stakeholders. Their collective evaluation produced the Top 10 campaigns now moving on to the final round.

" Advertising can sell. But it can also act and act responsible. These are values that truly matter to me. Grateful to be part of the Care Awards - Youth Jury this year. ACT Responsible "

The campaigns explored powerful topics like women’s safety, environment protection, fighting bullying, and making history« right ». A huge thank you to the ACT Responsible team for trusting the next generation of communicators with this mission and to ISEG Paris for this opportunity !

Because it’s not just advertising. It’s also fair advertising: meaningful and committed to making society and the world move forward. Excited to embrace this journey and give weight to the voice of my generation !

When youth’s voice matters in today’s advertising. I’m really glad to be part of this year’s ACT Responsible Youth Jury. It allows me to explore inspiring ads from all around the world, and it will definitely help me grow in my future work.

Because creative thinking can do good even in a world full of advertising sharks. I truly believe that advertising can make people’s lives better and have a direct, positive impact.

When advertising puts its talent to work for causes that matter, it takes on its full meaning. I had the opportunity to see this firsthand as a member of this year's Care Awards Youth jury.

The second and final stage takes place this week at IHECS in Brussels, where a group of students will gather to analyse and debate the ten highest-rated campaigns.

Through open discussion and collaborative reflection, they will select the Youth Favourite 2025, the campaign they believe best expresses the concerns, priorities and values of their generation.

“By giving students a genuine place in an international award, the ACT Care Youth Favourite highlights the voices shaping the future of our industry. ACT Responsible warmly thanks the students and professors who embraced this initiative, fostering critical thinking, ethical awareness, and a deeper understanding of creativity’s impact.”

Sophie, Co-Founder of ACT Responsible

The 2025 ACT Care Youth Favourite Campaign will be announced along the ACT Care Awards winners on 10 December, during the Effie Europe Day in Brussels, alongside the official ACT Care Awards winners selected by the professional juries. More information available EACA Effie Europe.

ACT CARE YOUTH FAVOURITE IS BACK

Giving a Voice to the Next Generation

Thanks to all participants

ACT Care Youth Favourite Partners

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