Without care, society cannot function. Creativity changes how care is perceived. Entries now open for the care:tive award.
KAiGO PRiDE has launched the 'care:tive award', a new initiative combining nursing care and creativity. The award aims to change the social perception of welfare through various creative works, with entries open until the end of May.
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- 📰 Published: April 2, 2026 at 23:00
- 🔍 Collected: April 2, 2026 at 19:37
- 🤖 AI Analyzed: April 21, 2026 at 04:59 (441h 22m after Collected)
General Incorporated Association KAiGO PRiDE (Location: Tokyo, hereinafter KP) has created a new award, "care:tive award" (CCA), which combines care and creativity.
This award aims to change the "perception" of care by having creators and frontline care workers create works together. It is a new type of award that emphasizes creating social empathy and leading to changes in recognition and behavior, rather than the award itself.
Advance entry registration is currently open on the official website for mid-April entries. The deadline for entries is the end of May.
CCA Official Website
## Background | Care is a theme relevant to everyone
As Japan's population ages at an unprecedented rate globally, "care" has become a theme that affects everyone, not just specific individuals. It is estimated that Japan will face a shortage of about 570,000 nursing care workers in 2040, and about 100,000 people leave their jobs annually to provide nursing care. "Care" is no longer just for someone specific, but a theme that concerns everyone.
However, the fields of nursing and welfare are often spoken about with images like "it seems hard" or "it has nothing to do with me," and it cannot be said that their essential value and appeal are fully conveyed.
KAiGO PRiDE has been communicating through movies and events with the theme of "changing the perception of nursing care."
What has become clear through this is that care is a field where the perception of its value changes greatly depending on "how it is conveyed."
## What is care:tive award?
"care:tive" is a coined word combining Care and Creative.
Care here refers not only to nursing care but also to the very nature of a society where people support each other to be themselves, including welfare, support, and compassion. That is why the power of communication and creativity is needed to change how it is perceived.
We want to create a society where people can help each other.
The care:tive award (CCA) is an award where "care" and "creative" unite to produce works that change the "perception" of care.
### Feature | "An award with only a theme"
This award does not have categories for each type of production. Only the "theme" is decided.
The method of expression is free.
- Video
- Photography
- Design
- Copywriting
- Music
- Dance, etc.
All forms of communication are eligible.
What is evaluated is not the "format of the work", but how much it changed the perception of care and whether it is conveyed to society.
### Purpose | Not to win, but to move society
The purpose of this award is not the award itself.
To change the "perception" of care and create social empathy.
For people's recognition to change, their behavior to change, and society to move.
Creating that starting point is the essence of CCA.
Also, those who challenge this award, through their creative production over the year,
This award aims to change the "perception" of care by having creators and frontline care workers create works together. It is a new type of award that emphasizes creating social empathy and leading to changes in recognition and behavior, rather than the award itself.
Advance entry registration is currently open on the official website for mid-April entries. The deadline for entries is the end of May.
CCA Official Website
## Background | Care is a theme relevant to everyone
As Japan's population ages at an unprecedented rate globally, "care" has become a theme that affects everyone, not just specific individuals. It is estimated that Japan will face a shortage of about 570,000 nursing care workers in 2040, and about 100,000 people leave their jobs annually to provide nursing care. "Care" is no longer just for someone specific, but a theme that concerns everyone.
However, the fields of nursing and welfare are often spoken about with images like "it seems hard" or "it has nothing to do with me," and it cannot be said that their essential value and appeal are fully conveyed.
KAiGO PRiDE has been communicating through movies and events with the theme of "changing the perception of nursing care."
What has become clear through this is that care is a field where the perception of its value changes greatly depending on "how it is conveyed."
## What is care:tive award?
"care:tive" is a coined word combining Care and Creative.
Care here refers not only to nursing care but also to the very nature of a society where people support each other to be themselves, including welfare, support, and compassion. That is why the power of communication and creativity is needed to change how it is perceived.
We want to create a society where people can help each other.
The care:tive award (CCA) is an award where "care" and "creative" unite to produce works that change the "perception" of care.
### Feature | "An award with only a theme"
This award does not have categories for each type of production. Only the "theme" is decided.
The method of expression is free.
- Video
- Photography
- Design
- Copywriting
- Music
- Dance, etc.
All forms of communication are eligible.
What is evaluated is not the "format of the work", but how much it changed the perception of care and whether it is conveyed to society.
### Purpose | Not to win, but to move society
The purpose of this award is not the award itself.
To change the "perception" of care and create social empathy.
For people's recognition to change, their behavior to change, and society to move.
Creating that starting point is the essence of CCA.
Also, those who challenge this award, through their creative production over the year,