Without Care, Society Cannot Function. Creativity Changes the Perception of Care. care:tive award, Participant Recruitment Begins.

KAiGO PRiDE (Location: Tokyo, hereinafter KP), a general incorporated association, has established 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 care professionals collaborate to produce works. It is a new type of award that emphasizes generating social empathy and leading to changes in recognition and behavior, rather than merely receiving an award.

Pre-registration for participation is currently open on the official website, with entries expected to open in mid-April. The deadline for entries is the end of May.

CCA Official Website

Background | Care is a theme that concerns everyone

As Japan's population ages at an unprecedented rate, "care" has become a theme that concerns everyone, not just specific individuals. It is estimated that Japan will face a shortage of approximately 570,000 care workers by 2040, and about 100,000 people leave their jobs annually due to caregiving responsibilities. "Care" is no longer just for specific individuals; it is a theme that affects everyone.

However, the reality of nursing and welfare is often described with images like "it seems difficult" or "it doesn't concern me," and its essential value and appeal are not sufficiently conveyed.

KAiGO PRiDE has been working to "change the perception of care" through films and events.

What has become clear through these efforts is that care is a field where the perception of its value can change significantly depending on how it is communicated.

What is the care:tive award?

"care:tive" is a word combining Care and Creative.

Here, care refers not only to nursing care but also to welfare, support, and compassion—the very way society exists where people support each other to be themselves. That is why the power of communication and creative work is needed to change its perception.

We aim to create a society where everyone can help each other.

The care:tive award (CCA) is an award where "care" and "creativity" unite to create works that change the "perception" of care.

Features | "An award with only a theme"

This award does not have categories based on the type of work produced. 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 changes the perception of care and whether it resonates with society.

Purpose | Not winning, but moving society

The purpose of this award is not merely to win.

It is to change the "perception" of care and generate social empathy.

It is about changing people's perceptions, changing their actions, and ultimately moving society.

Creating that starting point is the essence of CCA.

Furthermore, we aim for those who challenge themselves in this award to become "leaders in empathy creation" in future society through a year of creative production.

Participants | To all challengers

This award does not require special experience or knowledge. All that is needed is the desire to "change something."

・ Professional/Amateur creators

・ Students

・ Those who want to challenge themselves in expression

It is open to everyone.

If you have the following thoughts, this award is the field for you:

・ I want to change the "perception" of care with advertising and design skills.

・ I feel that communication design is lacking in addressing the challenges of an aging society.

・ I want to create moments where my creativity moves someone's perception.

・ I believe I can create more impactful expressions by understanding the現場 (on-site reality).

・ Video, graphics, copywriting, design—I want to use these skills for care.

・ I want to engage with society over time, not just in a short-term contest.

・ Having experienced family care, I feel that this area needs "creative power."

・ I want to contribute to social issues with my weapon of creativity.

・ I am looking for a field to create across domains with like-minded people.

・ I don't know about care yet, but I want to join the side that changes it.

This award is open to all challengers who want to bring new perspectives and expressions to society.

Judging Criteria

In this award, we value not only the completeness of the work but also "what perspective is taken on care and how it is intended to be delivered to society."

Because there are no categories based on the type of work, "whether it resonates" is purely questioned.

Judging will be conducted from the following three perspectives:

① Essentiality of Perspective

Does the work create a new "perception" of care?

We look for insights that make people feel, "Is there such a way of looking at it?" regarding what was previously taken for granted.

② Discovery and Originality

Does that discovery come from a unique perspective of the individual?

We value whether it is an original perspective or approach born from one's own experience and thoughts, rather than an expression seen somewhere else.

③ Social Impact

Does the work serve as a catalyst for changing someone's views or actions?

We look for whether it generates empathy and becomes a trigger for small changes, making people think, "My view has changed a bit," or "I want to get involved."

Based on these three perspectives, works with the "power to change the perception of care" will be selected.

Program Flow

The care:tive award is not just a contest, but a "co-creation program" designed for creators and care professionals to jointly create value.

This program proceeds in the following steps:

・ Entry (until end of May 2026) Apply via web form. Participants verbalize and propose "what they want to change and how."

・

Selection (June) Approximately 10 individuals will be selected after document screening. Selection will prioritize the potential of ideas and perspectives.

・ Workshop (July)

A half-day program will be conducted. Ideas will be refined with mentors active on the front lines.

・ On-site Tour (July)

Visit actual care sites. Deepen understanding by expanding beyond a single experience (N=1) to multiple perspectives (N=2 or more).

・ Production/Work Refinement (August-October)

Works will be produced based on workshops and on-site experiences. Ideas will be refined into expressions that resonate with society.

・ Final Selection (November-December)

The 2027 award winners will be determined from the final works.

・ Announcement/Award Ceremony (February 2027)

Completed works will be announced, evaluated, and awarded. The results will be disseminated to society.

Judge/Producer Comments

Hiroyuki Ito (Judge)

We are now being asked what we can do in this era. As the population ages, more and more people will need support. But we have infinite power. Let's create a future together where everyone can live with a smile, true to themselves, with the wisdom and passion of each individual = creativity. Now is the time for action. Please join us.

Hiroyuki Ito | CEO/Executive Creative Director, Aida Creative Inc.

Born May 15, 1961, in Nagoya. Graduated from Kanazawa College of Art, Commercial Design Department in 1984.

Joined Dentsu Inc. as an Art Director in the same year. From his early 30s, he engaged in creative direction and branding from a business domain perspective, such as product development, utilizing his unique art director's viewpoint. He specializes in advertising communication and CI work through "symbol communication," which visually represents the core of a brand.

Left Dentsu in 2019 to establish Aida Creative Inc., where he serves as ECD, assisting corporate executives directly with branding and total communication direction. He has received numerous domestic and international advertising awards, including Dentsu Award, Asahi/Mainichi/Nikkei Advertising Awards, ACC Award, and New York Film Festival.

KAZ SHINAGAWA (Judge)

Care is inherently very close to us, but its value and interesting aspects are surprisingly hard to see. CCA should have the excitement of slightly changing that "perception" through the power of creativity and spreading empathy. I look forward to new care stories emerging as challenges across genres and positions intersect.

KAZ SHINAGAWA | FOUNDER/CEO, Toboggan Inc.

Born in Shibuya-ku, Tokyo. Moved to the US in '93, and in '95, established Kaz Coordination Inc., the predecessor of Toboggan, in LA. He produced and coordinated numerous TV commercials, magazines, and graphics, and partnered with major advertising agencies in LA and NY to produce multilingual commercials for major American companies including AT&T. In 2010, he returned to Japan to expand his work, establishing Toboggan Inc. in Tokyo, primarily handling advertising planning, production, and international projects, while also establishing Toboggan Inc. in LA.

Currently, as a Creative Producer and Creative Director, his activities are diverse, supporting companies through various content and media from Japan to overseas and from overseas to Japan.

Kenshiro Suzuki (Judge)

Looking not only at the care sites but broadly at "caregivers." Creating "new care" in a way unique to creators. I hope to meet such "caregiving companions" through this award. At a time when isolation is a major social problem, let's create a society where we care for each other.

Kenshiro Suzuki | SENIOR CREATIVE DIRECTOR, TBWA HAKUHODO

Studied architectural design at university and graduate school, joined ADK in 2006. Joined TBWA HAKUHODO in 2015. Responsible for NISSAN, McDonald's, Uniqlo, IKEA, adidas, etc. For NISSAN, he was involved in the total branding of Serena for many years, overseeing integrated communication including TV commercials, PR, DIGITAL, and EVENTS. For McDonald's, he was involved in formulating the brand purpose for the Japanese market and developed brand actions to embody that purpose. Since 2021, he has led the Innovation domain team, supporting business expansion for companies through product and service development. He also organizes idea generation classes for children. Recipient of domestic and international awards. Lecturer at Sendenkaigi.

<figure Keywords: Award, Creative, Caregiving, Care, Social Issues, Aging Society, Application Open, Welfare, Project, CCA