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VOLU NTAR Y WOR VOCATION K FIRST EURE AL EDUC ATION S JOB STAR TING & PORT YOUR OWN AL BUSI NESS

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Public awareness campaign about european opportunities that help youngsters get a first work experiece

.. edcom european institute for commercial communications education

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introduction Ad Venture 2014 competition brief In 2007, the European Association of Communications Agencies (EACA) created the European Institute for Commercial Communications Education (edcom) which now brings together over 40 schools & universities with senior practitioners in the communications industry throughout Europe. REAL-WORLD EXPERIENCE  The purpose of edcom

Laszlo Andor,  Commissioner responsible for

is to develop projects driven by agencies and ac-

Employment, Social Affairs and Inclusion:

ademia to facilitate students’ professional insertion. The pan-European Ad Venture competition challenges students to form a «virtual» agency and prepare a campaign in response to a specific brief. In 2013/2014, 90 student teams from 14 countries took part in the competition.

The challenge  This year’s Ad Venture Competition challenge was to raise awareness about European Commission opportunities that help European youngsters aged under 25 get a first work experience.

Background  Young Europeans under 25 are often not aware of existing opportunities offered by EU funded initiatives that can help them on the road to getting a job. The EU’s Youth Guarantee is a new approach to tackling youth unemployment which ensures that all young people under 25 get a good-quality, concrete offer within 4 months after leaving formal education or becoming unemployed, which can consist of either a job, apprenticeship, traineeship, or continued education offer.

clients  The client is represented by the European Commission’s Directorate General Employment, Social Affairs and Inclusion. At the same time, the competition was organised with the support of the European Youth Forum.

«The time to make the Youth Guarantee a reality is now. Only if this happens will we begin to see youth unemployment levels dropping at a faster rate than overall unemployment rates. Outreach to young people far from the labour market is urgently needed. And since a new surge of young people will graduate shortly, the real test has begun. EU initiatives offer young people many opportunities to improve their skills and to increase their chances to get a job.» Target  The target audience is represented by European Youngsters under 25. Due to its pan-European character and the possibility of running it live, the campaign should be:

→ designed as a pan-European campaign → in English → able to run in countries all over Europe so not reliant on local humour or local personalities, which may not work in other countries.


THE JURY The Ad Venture Student Competition is judged in three rounds: Chair of jury Clemente Manzano 

Director General / SRA Rushmore

JURY round one  The first round is conducted online and selects the 10 best campaigns overall. In 2013/2014, the competition brought together 53 judges from 15 countries and with a variety

Sylva Havlu  

Digital Communications Team Leader, DG Employment, Social Affairs and Inclusion, European Commission

Sarah Farndale  Communications Coordinator, European Youth Forum

of backgrounds: agency professionals, academia, the European Commission and European Youth

JURY round three  The three finalists are invited

Forum.

to compete against each other and present their campaigns during edcom’s Annual Conference. Their campaigns are assessed based on the proposed strategy, the key creative insight and the creative execution.

JURY round two  The second round jury members select the three finalist teams from the ten remaining campaigns.

Round two Judges Xavier Oliver  

Chairman and CEO of Cognoscere, a Strategic Communications Consultancy

J anet Markwick  COO at Grey Group EMEA

Kristian Postalgian 

Lecturer of Advertising, New Bulgarian University

Ilse Godts  Lector, Erasmus University College Brussels

Round three Judges Dietmar Dahmen  

Chief Innovation Officer, ECX.IO

Marcus Wilding  

Client Leader for Unilever, Mindshare

Jurg Kaufmann  

Lecturer, School of Communication, Universidad de Navarra

Joke Hautekiet  

Lecturer, Howest College

Sylva Havlu  

Digital Communications Team Leader, DG Employment, Social Affairs and Inclusion, European Commission


FELLOW

Bournemouth University, united kingdom Marta Cowburn Cuesta, Cameron Black, Florence Evans, Laura Merchan McAuly

Change the Story

Quotes from the Jury The creative insight is unique and it makes you smile. Very convincing from beginning to end. Excellent presentation, very professional. Very simple and engaging proposal. Objective To raise awareness about the European Union initiatives that support youngsters in getting a first work experience, as well as the benefits they provide.

Target Youngsters aged 16–25, also known as the «Lost Generation» or the «Dormant Dreamers».

Description By providing an alternative course for well-known fables, this campaigns aims to portray a shift from fantasy to a reality that is, in fact, attainable, under the message «Change the story». In their stories, characters become successful professional individuals because they took an opportunity to build on their skills.


BONHOMIE

Istanbul Bilgi University, turkey Omer Derdiyok, Ece Ozkol, Artun Cekem, Simge Icen

My CV Can’t Tell You

Quotes from the Jury  Excellent social media strategy.   Good understanding of the target audience.   Well-structured campaign. Objective Raise awareness of the EURES job portal among young Europeans.

Target European youngsters aged between 18 and 24 years old. Description This campaign uses humour to create an emotional bond with unemployed European youth, in an attempt to encourage them to take the necessary steps towards building a promising future. Empathetic messages aim at motivating youngsters to take action and make use of the EURES funded initiatives.


DAFFADOWNDILLY

Bournemouth University, united kingdom Rachel Banks, Darrell Pont, Georgina Robb, Joel Blackie

Map Your Future

Quotes from the Jury  Good understanding of the target audience, its motivation and way of thinking. The strategy to help young people through the maze of EU initiatives is a simple yet clear one. Strong strategy, creative insight. Objective Increase awareness of the EU initiatives that support young people under 25 in getting a job. / Empower young people with the confidence to engage with the EU initiatives.

Target European under 25 – NEETs (Not in Education, Employment or Training).

Description With the intention to simplify the daunting amount of EU initiatives, this campaign offers a platform where all the available programmes are broken down into three simple «routes». The three routes and icons are all transferable across EU countries. The «Map Your Future» interactive website would be built on the current EU Employment homepage and would connect the user with the most suitable «route» (initiatives) for them depending on answers given in a lateral thinking quiz.


BOOMERANG

edith cowan university, school of communications & arts, austrialia Greta Ronneskogm, Felix Karlsson, Anouka Ranby

Like a Boss

Quotes from the Jury Insightful choice and manipulation of the   metaphor contained in «Like a boss». Great structure of the proposal – clear, concise and to the point! Objective Make the client’s information and opportunities more accessible and increase awareness about the opportunities provided by the European Commission.

Target Europeans aged 15–25. Description The team proposes a user and youth-friendly mobile application and website that takes the target audience through hundreds of opportunities allowing them to interact with future employers, simply by «liking» them. «Liking» a boss is equal to applying for a position and connects the applicant with the employer in real-time. The employer is given a choice to «like» the applicant back.


THE FRUITTIES JOURNEY New Bulgarian University, bulgaria Plamen Zhechev, Katrin Ivanova, Rositsa Ergina, Velislav Doichinov

Young and Amazing

Quotes from the Jury Very good overall presentation and video   storyboard. Well researched strategy and media channels. Objective Raise awareness about the European Commission’s Youth Employment actions and initiatives and foster the perception that they can help young people to become more employable.

Target

The mobile youth: young people between 16 and 25.

Description The campaign aims to convey the message that confidence comes with action and knowledge. By being informed and taking little steps towards employability, young people can feel better about themselves and their place in the professional world. The campaign is focused on the fun, cool and exciting aspects of youth culture and is structured around a contest. Instead of just informing the audience directly about the existing opportunities offered by the EU, the campaign invites youngsters to tell their own «unofficial» story by creating a platform that helps them communicate with each other.


HUNGRY MOOSE

University of Leeds, united kingdom Elizabeth Studentschnig, Charli Balmer, Christy Bannerman, Tom Eccles

Move On, Move Out

Quotes from the Jury  Very good overall presentation – clear and concise. The creative strategy is funny, sometimes shocking and will certainly grab attention. Objective Raise awareness of opportunities offered by EU funded initiatives, making the available information more accessible and user-friendly.

Target The «boomerang generation» refers to youngsters, aged 18–24, who have returned home after completing education.

Description The purpose of the campaign is to direct people to a new website, which collates all information about schemes offered by the EU in an accessible and easy to use fashion. EU opportunities are the perfect way to move out of the family home and move on with life.


JELL-OH

University of Bucharest, romania Mihaela Budescu, George Ilitoi, Patricia Biea, Oana Baluta

So I became

Quotes from the Jury Very clear insights and choices result in a   convincing manner. Great visuals. Objective Raise awareness about EU programmes and support youngsters in becoming more employable.

Target Young Europeans still living with their parents. Description This campaign looks at youth unemployment from a different point of view, implying that youngsters want a job to be independent from their parents and not necessarily to be successful. Through Google ads, YouTube videos and Facebook posts, youngsters are presented with the benefits of the independence they can acquire by getting a job.


MAAD MEN

University of Leeds, united kingdom Neeraj Gupta, Raul Jimenez van Hoorn, Rohan Karmakar, Ghazi Saghir

Invent Yourself

Quotes from the Jury  Good choice of digital media channels. Testimonials on YouTube represent great added value. The graphic material is bold and eye catching. Objective The campaign aims to inspire European youth into action and raise awareness about European opportunities.

Target Young Europeans under 25. Description This campaign provides an interactive website offering visitors a unique and motivational online experience. The website will communicate the opportunities the European Commission offers as gateways to success alongside spirit-lifting quotes by great achievers.

By the time visitors have gone through the website, they will be inspired and motivated and will have found new strength and confidence to build their future.


TAKE CONTROL

Avans Hogeschool, the netherlands Muriel van Holt, Pleun van den Biggelaar, Mitchell van Happen, Duncan Buisman, Norman Heuvelmans, Dana Saenen

Take Control

Quotes from the Jury  Good decision to present ÂŤboth sidesÂť of the story and to focus on the change needed. Multilingualism issue is recognised and addressed. Objective Encourage the target group to start using EU-funded initiatives.

Target Unemployed EU 15 to 25 years old. Description With confrontation as a core value, the campaign presents two opposite scenarios: on the one hand, it is shown what would happen if youngsters stayed unemployed and, on the other hand, what would occur if they started using the EU initiatives and became more employable and eventually successful.


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VOLUNTARY WORK ION VOCATI ONAL EDUCAT & PORTAL FIRST EURES JOB OWN BUSINE SS STARTIN G YOUR

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Hogeschool Utrecht, the netherlands Lisa Boggess, Carel de With, Tessa Emmerich, Veronique Klomp

Complete Yourselfie

Quotes from the Jury  This is a very fresh campaign, which uses a popular means of communication among the target audience and taps into a current craze – the selfie Involvement of schools in the campaign brings great added value. Objective Raising awareness about European youth initiatives so that more people apply for them, which would ultimately reduce the youth unemployment rate in Europe.

Target European youth aged 15–25. Description Using catchy videos, search engine optimisation and social media, the campaign aims to provide clear information regarding European youth initiatives in order to engage the target group. Youngsters are able to chat with European Commission representatives about youth initiatives on their Facebook page, as well as to enter the «Complete Yourselfie» contest.

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VISUAL MADNESS

University College West Flanders, belgium Evelien De Winter, Marlies Amelynck, Mathy Lippens and Emily Verduyn

find a job APPLY FOR THE JOB OF

YOUR DREAMS

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Road to success

Quotes from the Jury

full description  «Find your way» is an impactful and straighthere to-the-point idea. Good narrowing down of

objectives. Objective Make people more aware about the fact that there are organisations which can provide support in finding a good and steady job.

Target European youngsters between the ages of 18 and 25 years

financial aid GET THE HELP YOU NEED

AND BUILD YOUR CAREER

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Description The campaign is a call to action which aims to draw

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youngsters’ attention to the initiatives the European Union offers, as a means to change their future. At the same

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time, they are encouraged to create their own path, their way to success. The entire campaign is about creating «YOUR way to success. Make it yours! Create your path».


the next Ad venture 2014/2015 In autumn 2014,  the Ad Venture competition will launch a new challenge for students across Europe! The brief will be published by the end of September 2014 on www.adventure-competition.eu. Next year's winner will be selected during the edcom Annual Conference 2015.

Visit www.adventure-competition.eu to see more

European Commission DG Employment, social affairs and inclusion

European Association of Communicatons Agencies

European Commission

Boulevard Brand Whitlock 152

Rue Joseph II 27, office 04/93, B-1000 Bruxelles

1200 Brussels, Belgium

phone: +32 2 29 51655

communications@eaca.be

email: sylva.havlu@ec.europa.eu

www.eaca.be

web: http://ec.europa.eu/social

.. edcom european institute for commercial communications education

European Youth Forum

edcom

warc

120 Rue Joseph II

European Institute for Commercial

85 Newman street

1000 Brussels, Belgium

Communications Education

London W1T 3EX, UK

www.youthforum.org

www.eacaeducation.eu

www.warc.com


Ad Venture Student Competition Brochure 2014