EACA’s Charley Stoney on #Campaign4Good: Protecting Children Online and Redefining Purpose

The EACA CEO discusses how a pan-European competition—created in collaboration with the 5Rights Foundation and supported by EU leaders—empowers young creatives to safeguard a digital future for children.

Children’s online safety has become one of the most urgent issues of our digital age. The European Association of Communications Agencies (EACA), in partnership with the pioneering NGO 5Rights Foundation, at the forefront of making the digital world safer for children, has launched #Campaign4Good. This pan-European competition invites young creatives to design campaigns aimed at protecting children in digital spaces. The winning idea will become a live campaign across Europe in 2026—underscoring how seriously the industry is taking its responsibility to safeguard the next generation.

The initiative also carries unprecedented political momentum. EU Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection, Michael McGrath, who is leading the charge on the new Digital Fairness Act (DFA), has endorsed #Campaign4Good and will present the winning campaign at EACA’s December conference. An October 7 launch dinner in Strasbourg, co-hosted by EACA and 5Rights, highlighted how creativity, advocacy, and policy can align to drive systemic change.  Thirteen Members of the European Parliament were in attendance.

Thanks to the generosity of EACA agency members and their media partners, JCDecaux and Bauer Media Outdoor, the winning idea will be developed into a campaign that will go live across Europe in 2026 and be presented at the Cannes Lions 2026. Showcasing their commitment to responsible advertising, this also offers participants the rare opportunity to see their vision brought to life on a continental stage.

But this is more than a campaign about children. It’s also a signal of how purpose in advertising is evolving—moving from brand storytelling to industry-wide responsibility.

Why Now?

The numbers speak for themselves. In Europe, one in five children is online—about 100 million kids. Many rarely disconnect from social media, with studies showing that nearly half worry they’re addicted to the internet. Parents struggle to set boundaries, while platforms design their tools to maximize screen time.

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“We need to change the conversation around digital usage—and communication agencies are experts in behavior change,” says EACA’s Charley Stoney.

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At the same time, she sees #Campaign4Good as a chance to showcase what the industry can do: “We believe we can address complex societal challenges without going down the legislative route. This is a way to demonstrate to the Commission and the Parliament that our members can deliver on this vital issue.”

The Brief for Young Creatives

What makes #Campaign4Good unique is the role of young professionals across Europe. EACA’s Young Board wrote the competition brief, led the launch, and will help judge the entries.

Their challenge?

• Young creative participants should “imagine a future where digital spaces are designed with children in mind.”
• Campaign ideas must raise public awareness about how exploitative online situations harm children.
• The campaign needs to inspire collective action to demand systemic change (not just individual behavior change).

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TO ENTER #CAMPAIGN4GOOD, CLICK HERE.

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Unlike festival competitions that end with a trophy, the winning campaign will be produced and rolled out continent-wide in 2026, backed by EACA’s agency and media partners. “This is a real campaign that will deliver a real impact,” Charley Stoney stresses. “The future of the industry is in very safe hands. This generation may not think or work like the previous one, but they are equally committed and creative. We aim to slowly pave the way for them to feel empowered.”

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In our conversation, we discuss the following:

Timing & Urgency

• Why now? Was there a specific tipping point—policy, public concern, or industry insight—that made this the right moment to launch #Campaign4Good?
• With EU institutions making child protection a top priority, how do you see this initiative reinforcing or extending that political momentum?

Europe’s Role in Purpose

• Europe has often been seen as a pioneer in responsible advertising. Do you believe this initiative reaffirms Europe’s leadership, or is it a response to new global challenges in digital responsibility?
• How does Europe’s approach to purpose differ from that of other regions like North America or Asia?

The Evolution of Purpose

• Many talk about purpose as brand positioning, but this competition seems to go further, shaping the environment in which advertising operates. Do you see this as a new stage in the evolution of purpose?
• What does this initiative say about the industry’s responsibility beyond individual campaigns—toward systemic change?

Young Talent as a Catalyst

• EACA’s Young Board helped design this competition, and the call is directed at young creatives across Europe. Why was it so important to give emerging talent the lead role here?
• What do you hope this generation of creatives will take away about the balance between creativity and conscience?

Measuring Impact & Looking Ahead

• Beyond visibility or awards, what will success look like for #Campaign4Good?
• Could this pan-European, youth-driven model be applied to other urgent issues the industry should address?

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The Evolution of Purpose

The EACA’s CEO is candid about the debate surrounding the concept of purpose. “Purpose is dead, long live purpose,” she says, acknowledging the ESG backlash and consumer skepticism around greenwashing. But she argues that authentic, purpose-led advertising still builds trust, loyalty, and growth.

“Associations should highlight the power the industry has to impact consumer behaviors and society positively. This campaign will show exactly that.”

In that sense, protecting children online is not only a social imperative but also a vivid example of purpose evolving into systemic responsibility.

Policy vs. Industry Solutions

Charley Stoney concedes that regulation is inevitable but insists industry bodies have a vital role in shaping it: “The key is that regulation is managed through effective self-regulatory bodies, overseen by industry practitioners and experts. Legislation must be practical and not overly complex. That’s why the EU’s recent move toward simplification is so welcome.”

Measuring Success & Looking Ahead

For EACA, success won’t be measured by awards. The 2026 goal is to mobilize public engagement with an ambitious petition target. “The brief contains metrics and measures, but success isn’t about visibility—it’s about impact,” says EACA’s Stoney.

And this is just the beginning. Because it takes roughly 18 months to build, brief, and launch such a competition, EACA plans to run a new mission every two years. The next may focus on promoting the values of democracy across Europe.

A Blended Purpose

#Campaign4Good is about children’s online safety first and foremost—but it’s also about something bigger. It illustrates how purpose is evolving, how associations can demonstrate advertising’s collective responsibility, and how empowering young creatives can redefine the industry’s future.

As Charley Stoney puts it, “Purpose works when it’s authentic and genuine. Done well, it connects with consumers, builds loyalty, and grows brands. This campaign will show that purpose can also safeguard society’s most vulnerable—and in doing so, help shape the future of advertising itself.”

About Charley Stoney

Charley Stoney became Chief Executive Officer of the European Association of Communications Agencies (EACA) in February 2025. She assumed the role after nearly seven years as CEO of the Institute of Advertising Practitioners in Ireland (IAPI) and as Chair of EACA’s National Associations Council.

Widely recognized for her inclusive and forward-thinking leadership, Charley has long championed creativity, collaboration, and talent development across the advertising industry. During her tenure at IAPI, she introduced transformative initiatives that strengthened Ireland’s creative sector, expanded industry diversity, and inspired greater innovation.

With more than three decades of experience, Charley now leads EACA’s European agenda—advancing sustainability, diversity, and effectiveness while ensuring the advertising industry continues to make a positive, purposeful impact across the continent.

About EACA

EACA promotes honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free-market economy, encouraging close co-operation between agencies, advertisers, and media in European advertising bodies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. 

For more information, visit www.eaca.eu. 

About 5Rights Foundation

The 5Rights Foundation is an international NGO working with and for children to build a digital world that respects their rights, as outlined in the UN Convention on the Rights of the Child.  5Rights conducts groundbreaking research through our joint center with the London School of Economics (Digital Futures for Children Centre), spearheads age-appropriate design and child online safety legislation worldwide and translates advocacy work into practical service design reforms by partnering with professional associations. To date, our work has inspired numerous concrete design changes, making services safer for millions of children worldwide.

For more information, visit www.5rightsfoundation.com.                  

The Conscious Advertising Network (CAN) Guidelines on Children’s Rights and Wellbeing

Building on the CAN’s overarching Guiding Principles, the Guidelines on Children’s Rights and Wellbeing outline six steps for advertisers and agencies to work towards keeping children safe online. Inspired by the eleven principles of Child Rights by Design from the 5Rights Foundation, the document provides industry professionals with guidance in assessing how children might be affected by their activities, regardless of whether they market directly to children or not. Recommendations include embedding safety-by-design principles in the development and distribution of advertising, supporting child users’ decision-making, and placing age-appropriate advertising by design. 

The Conscious Advertising Network is an international not-for-profit member organization.

For more information, visit https://www.consciousadnetwork.com/childrens-wellbeing-guide/