At Nova SBE in Portugal, 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.
Carcavelos, a vibrant coastal town near Lisbon, became the beating heart of European higher education communication this August. From 20 to 23 August 2025, the Nova School of Business and Economics (Nova SBE) hosted the EUPRIO Annual Conference, welcoming 360 professionals from universities across the continent. Against this inspiring backdrop, the much-anticipated EUPRIO Awards ceremony took place, shining a spotlight on the most creative, impactful, and thought-provoking communication projects produced by European universities.
For almost 20 years, the EUPRIO Awards have represented the pinnacle of recognition for university communication professionals. First established in the early 2000s, the Awards were designed to showcase campaigns that not only demonstrate originality and excellence but also embody the very mission of universities: to connect knowledge with society and to foster dialogue with multiple audiences.
The Awards are now a cornerstone of the annual EUPRIO Conference, turning the gathering into not only a place of exchange and reflection but also one of celebration and recognition. Over the years, projects have ranged from innovative student recruitment campaigns to digital engagement, sustainability, and public trust in universities.
This year, 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 a panel of distinguished judges:
Hannamaija Helander (Helsingin Yliopisto, Finland) – Chair of the Jury
Margarida Almeida (Universidade de Aveiro, Portugal)
John Cavani (University of Suffolk, United Kingdom)
Petra Köppl (Charles University, Faculty of Mathematics and Physics, Czech Republic)
Caroline Roulaux (Universiteit Maastricht, Netherlands)
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. This dual approach ensures both expert assessment and the voice of the wider community, making the Awards a democratic recognition.
The Spirit of the Awards
“The annual EUPRIO Awards – Hannamaija Helander, chair of the Jury declares - provide an opportunity for our members to demonstrate their professional excellence and originality. Every year we all get involved in projects at our universities that make a real difference. These might be centred on student or staff communications, public engagement or perhaps media relations. Even more, all of them represent an acknowledgement that universities need to communicate effectively with all their key audiences. Therefore, the Awards are a chance to showcase these projects, share best practice and receive recognition from our peers for a job well done. Furthermore, the judging and presentations take place at EUPRIO’s annual conference. Consequently, this is an ideal opportunity to highlight what makes your university communications practice distinctive.”
This philosophy, deeply rooted in peer recognition and shared learning, was palpable in Carcavelos. The atmosphere in the auditorium of Nova SBE 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.
Winners of the EUPRIO Awards 2025
The moment of truth arrived on the afternoon of 22 August, when the jury and participants’ votes were combined to determine the top three projects. 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.
Third Place
Study Match – Universitetet i Bergen (Norway)
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 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.
Second Place
Tik Tok University – Haaga-Helia University of Applied Sciences (Finland)
The campaign 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 students received 1 credit for the successful completion of the course. 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.
First Place
Red Flag - Student-initiated Campaign Against Sexual Harassment – Universitetet i Agder (Norway)
The student-initiated Red Flag Campaign at the 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 NOK 29,000 (about 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 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.
A Celebration of Collective Learning
While the top three projects took the spotlight, the Awards ceremony also underscored the collective richness of all submissions. 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 ceremony closed with a symbolic reminder of this community spirit: the presentation of locally inspired prizes to the winners, alongside the announcement of their benefits for the 2026 conference.
Looking Ahead
As delegates departed Carcavelos, the conversations sparked by the Awards continued in corridors, cafés, and social media threads. The projects showcased not only the creativity of communication professionals but also their capacity to influence institutional culture, student engagement, and public perceptions.
The Red Flag campaign, in particular, 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.
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.
