On Saturday (June 17), the British Red Cross briefed 22 competing two-person teams to raise awareness of the “silent emergencies” that are happening every day, but don’t make the news.
The teams then had 24 hours to submit their campaign presentations and materials, which will be judged on how well they drive support for the Red Cross’ work. The winning campaign will then inspire the next British Red Cross campaign.
To reach the final at Cannes, the teams had to get through local competitions and elimination rounds set up by Cannes Lions representatives in their own countries.
“With hundreds of teams being knocked-out before the 24-hour live challenge here, we really have the best of the best assembled from each participating country,” said Blair Metcalfe, MSLGroup director and chairman of Young Lions PR judges. “I for one can’t wait to be inspired by their creativity at the judging on Monday.”
He added: “We briefed the teams this morning and it is easy to tell by their insightful questions and keen enthusiasm that they are going to present some blistering ideas.”
Young Lions PR is organised by the International Communications Consultancy Organisation (ICCO). Last year’s winners were Ben King and Michael DiSalvo from Ogilvy Public Relations, USA.
In February, it was announced that The Romans’ Ottilie Ratcliffe and Jack Davy have won the 2017 UK Young Lions PR competition and would represent the UK at Cannes this year.
- Photo by Getty Images at Cannes Lions.