INNOCEAN Berlin Wins Campaign4Good: Safety by Design, Championing Children’s Rights Online

The European Association of Communications Agencies (EACA), in collaboration with the 5Rights Foundation, has announced the 'Terms, Conditions & Children' campaign, crafted by INNOCEAN Berlin, as the winning campaign of Campaign4Good: Safety by Design, the first pan-European competition mobilising young agency professionals to champion children’s rights online.

The EACA Young Board worked closely with Leanda Barrington-Leach, executive director of 5Rights, and her team to craft a clear brief. They asked young creatives across all their European agency members to think beyond awareness and digital literacy campaigns, and instead use the power of creative communications to demand change at the design level. The challenge was to imagine a world where platforms are built with children’s safety in mind from the start, shifting responsibility away from parents and children and back onto digital service providers.

Selected from nearly 50 submissions from agencies across Europe, the winning campaign was chosen by a high-level jury composed of senior leaders from the creative industry, civil society, and the European Parliament. 'Terms, Conditions & Children', developed by Mario Andric, Linda Neumann and Axel Fonteyne, was recognised for its fresh thinking, emotional clarity and powerful message — one that challenges the norm of what children are asked to accept when navigating digital platforms. Reflecting on the jury’s decision, Leanda Barrington-Leach, executive director of 5Rights Foundation, highlighted. “We love how this proposal uses children’s voices to call out corporate practices that are blatantly unfair, contravene their rights and the law. We think this is a really powerful way to carry their call, asking all responsible citizens to take action and end tech exploitation of children.”

While the creative concept will remain true to INNOCEAN’s original submission, it will now be developed for production, with final assets due to air towards the end of Q1 2026. The campaign will be produced and launched pro bono across Europe, supported by EACA members and media partners.

“The conversations on this topic are heating up lately”, commented Charley Stoney, CEO of EACA. “Just look at president Macron’s recent remarks at the European Digital Sovereignty Summit, calling on platforms to take responsibility for children’s rights online. There are already strong initiatives out there, like Ireland’s “Pause Before You Post” campaign guiding parents. But the real challenge was how to lift that burden off parents and create pressure for systemic change. This campaign really delivers on that promise. It’s brave, smart, and badly needed. I can’t wait to see it come to life across Europe”.

​Mark Shanley, executive creative director at adam&eveDDB and jury member, added, “This is all hitting quite close to home for me as I have three little boys myself. And I’m reading a book called The Anxious Generation for a project at work in a similar space – it’s about how kids having phones has rewired an entire generation, causing an epidemic of mental illness. It’s scary stuff.”

The announcement comes ahead of the Effie Europe Gala Dinner in Brussels on 10 December 2025, where the winning team from INNOCEAN will be formally honoured by EU Commissioner Michael McGrath, responsible for Democracy, Justice, the Rule of Law, and Consumer Protection.

Looking ahead, EACA and its partners aim to take the message further. Plans are already underway to spotlight the campaign on the global stage, including at the Cannes Lions International Festival of Creativity in 2026, continuing to amplify the call for a safer, fairer digital world for children.