“Keep moving and don’t give up”: the new RUFA campaign

“Keep moving & don’t give up”: the new RUFA 2025–2026 campaign that gives voice to Generation Z’s creativity.

The campaign starts from an analysis of the emotional state of the 18–24 age group.
The initial visual and textual message, summarized in the keywords DISAPPOINTED? ANGRY? FRUSTRATED?, works as a call and an act of authentic and sincere recognition of many of the feelings widely shared by this generation.

With this campaign, RUFA acknowledges the existence of a specific creative frustration — a particular form of performance anxiety — accompanied by a sense of stagnation, information overload, and pressure to excel in an increasingly uncertain future, especially experienced by young creatives. RUFA aims to give meaning, momentum, direction and constructive use to this anxiety: the natural critical emotions experienced by young people (boredom, fear, disillusionment, tiredness, frustration) can be recognized, validated and transformed from obstacles into powerful creative resources.

The strategy: positive reframing.
The RUFA campaign carries out a decisive conceptual shift: disappointment, anger and frustration are not flaws to be corrected, but the raw energy necessary for innovation.
RUFA thus becomes the Creative Community, the Academy for creatives, ready to provide young people — full of doubts, questions and inner challenges — with the methodological and technical tools to channel their existential discomfort and typical generational fatigue into art, design, fashion, cinema and media.

To reach its target audience, RUFA adopted a young, direct tone of voice, free from moralizing rhetoric. The campaign deliberately avoids a “toxic positivity” approach and distances itself from conventional communication styles that would feel insincere and forced. The communication draws on the strength and bluntness of cult messages from youth culture and relaunches them with a clearly constructive intent: “You are who you are. You live what you live. You feel what you feel.
No one wants to change you or censor you. But RUFA exists to channel your most critical emotions into a world of creative opportunities.”

The origin of the concept and the creative group.
The campaign was born from a collaborative process that actively involved the RUFA community.
In March 2025, at the RUFA Campus Libetta headquarters, through a two-day creative hackathon, students became the initial designers of the campaign. The winning idea, by RUFA students Martina Andreis, Angelo Cirigliano and Andrea Falocco, was based on the enhancement of creative identity — a concept that was later reworked and finalized by the RUFA Communication Office, in collaboration with professionals and faculty members.