At EUPRIO Conference in Lisbon, 360 communication experts celebrated the best university communication campaigns in Europe. From tackling sexual harassment to innovating with TikTok and AI, this year’s winners set new benchmarks for creativity and impact.
Winner: Student-initiated Campaign Against Sexual Harassment
The student-initiated Red Flag Campaign at the Norwegian University of Agder aimed to prevent sexual harassment by encouraging reflection among potential perpetrators. Using a gender-neutral, inclusive approach, it reached students through posters (also on toilet doors), social media, training, and media.
The campaign is groundbreaking by shifting responsibility from victims to potential offenders - those at risk of causing harm - even unintentionally. Materials were co-developed with students and experts and coordinated by a recent alumnus, ensuring use of youth-friendly language, which increased relatability. Backed by staff, experts, and only EUR 2,900 in materials, the campaign was very cost-effective.
The campaign was a big success: nearly half of respondents reported greater awareness of their own behaviour. It gained at least 300,000 views of media coverage in little Norway, mentions in a parliamentary report, and 86% student support for its continuation. It inspired structural change at UiA.
The winning project struck a powerful chord with the EUPRIO community. By challenging taboos and placing responsibility where it truly belongs, the Red Flag campaign was hailed as a courageous and necessary initiative. It demonstrated how student-led efforts, supported by staff and experts, can spark meaningful cultural change within universities and beyond.
Second Palce: TikTok University first-ever university course on TikTok
The campaign of Haaga-Helia University of Applied Sciences (Finland) offered an open course: the first university course implemented on TikTok. The goal was to find new audiences and inspire students to study through a new and popular social media channel. This creative idea revolved around harnessing the power of social media for educational purposes.
The Tik Tok University was developed by a small team within Haaga-Helia University of Applied Sciences and an external videographer and script writer. The campaign was very cost effective and became a nationwide phenomenon, gaining widespread media attention. It also led to a record number of applicants, making Haaga-Helia Finland’s most desired university of applied sciences among students.
This bold and playful experiment demonstrated that even platforms often dismissed as purely recreational can become powerful educational tools. The viral success of Tik Tok University underlines the ability of universities to adapt to changing communication landscapes and meet students where they are.
Third Place: AI powered app helps to choose study programs
Choosing the right study programme is a challenge not only for students but also for many others. Half of Norwegian students don’t know which subject they want to study. The University of Bergen’s (Norway) AI-powered Study Match has been created as a helpful "older sibling" to guide students and promote 200 programmes. In the two months leading up to the application deadline for higher education, it was used 60,000 times. The AI technology, based on GPT-4, analyses publicly available study programme descriptions, which are written by academic staff, to suggest suitable matches for each user.
The jury praised the University of Bergen’s innovative use of artificial intelligence in higher education guidance, calling it a “perfect blend of cutting-edge technology and a human-centred approach.” By easing one of the most daunting tasks for prospective students, Study Match exemplifies how communication can become a bridge between institutional complexity and individual needs.
The Red Flag campaign resonated as an example of how communication can become a tool for empowerment and cultural change. Meanwhile, Study Match and Tik Tok University illustrated the possibilities of harnessing technology and social media in ways that are both innovative and impactful.
A Celebration of Collective Learning
This year, as many as 20 universities submitted their projects, each reflecting the creativity and adaptability of communication teams working within higher education. From that pool, 10 finalists were shortlisted by the Awards jury and presented at the annual EUPRIO Conference at Nova SBE in Lisbon.
The atmosphere in the auditorium of was charged with anticipation as communication teams presented their projects, demonstrating not only technical skill but also passion and commitment to the role universities play in shaping social narratives.
The evaluation process is rigorous, with 50% of the final score awarded by the jury and the remaining 50% determined by votes from conference participants. Each of the winners received not only recognition but also symbolic prizes inspired by the host city, as well as registration benefits for next year’s conference.
“The EUPRIO Awards are a chance to showcase excellence and share best practices,” said Hannamaija Helander, Chair of the Jury. “Although it's a competition, I believe it's more about sharing successes with colleagues and offering good practices for them to replicate. That's essentially what the entire EUPRIO conference is about: sharing, hearing and learning from each other.”
Each of the ten finalists reflected a unique national and institutional context, yet all shared a common ambition: to show that communication is not a peripheral function, but a central driver of universities’ societal relevance. The projects showcased not only the creativity of communication professionals but also their capacity to influence institutional culture, student engagement, and public perceptions.
The EUPRIO Awards 2025 were more than a prize-giving moment; they were a reaffirmation of the central role of communication in the life of universities. And as the European higher education community now looks forward to the 2026 conference, one thing is certain: the stories told and celebrated in Carcavelos will continue to inspire colleagues across the continent.
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