The Best of Show winner for each year’s AICP Next Awards is called the Most Next, and is selected from among the winners in each category. The winning entrant directs a $10,000 grant from the AICP Foundation to an organization focused on education, access and opportunity.
The 2025 Most Next honor went to IKEA Canada’s “SHT” campaign created by Edelman Canada. The “SHT” campaign seeks to bring to light that Canadians consumers are being “taxed double” when buying second-hand items, which is unfair to consumers and counter to sustainability efforts of reusing products. The piece also won in Creative Commerce and Public Relations, two categories new to the Next Awards for 2025.
Edelman chose to direct the grant to Off the Street Club (OTSC), a Chicago-based organization dedicated to youth development and helping children escape the challenges of their environment. The agency has supported OTSC for nearly 20 years, with efforts spanning mentorship, volunteerism, and advocacy. Edelman hosts the club’s tutoring program at its Chicago office, giving students personalized academic support in a professional setting.
“Edelman selected Off The Street Club (OTSC) as the recipient of the Most Next Grant because of the organization’s unwavering commitment to transforming the lives of children growing up in one of Chicago’s most underserved communities,” noted Carrie Miller, Global Chief of Staff, Creative & Strategy at Edelman and a member of OTSC’s Board of Directors. “OTSC provides a vital lifeline for kids in West Garfield Park, one of the most dangerous neighborhoods in the country, by offering them a safe haven filled with joy, mentorship, and possibility. This organization doesn’t just protect children from the dangers of the streets; it empowers them with hope, creativity, and a sense of belonging. For Edelman, a company built on trust and impact, OTSC embodies the kind of future-forward, community-led change that deserves to be amplified and sustained. Their work is not just meaningful, it’s next in every way that matters.”
One of Club’s most recent successes is its “18 Under 18" initiative, which showcases outstanding youth, and partners with organizations to provide tutoring services. These accomplishments demonstrate the club's continued commitment to providing a safe haven and opportunities for Chicago youth in the face of challenging circumstances.
Please click here for a video to see how OTSC benefits the children in its community.