The Globe and Mail’s 2019 Young Lions Qualifying Competitions comprised of 410 teams (a record high!), vying for the chance to compete at the global Young Lions Competitions in Cannes. The non-profits that were selected this year were Climate Action Network and Kids Help Phone.
The briefs for Print, Film and Digital focused on Climate Action Network, which is Canada’s largest civil society network pushing for meaningful action on climate change, and it is the first and oldest Climate Action Network regional node in the world. These categories were tasked with raising awareness among Canadian voters to take action and to encourage their political leaders to put climate change at the top of their priority list.
The briefs for the Media and Marketers categories focused on the charity Kids Help Phone. Marketers were challenged to invent a big idea (product, service or proposition) for their company’s brand objective and for the strategic objectives of Kids Help Phone. For Media, they were tasked to grow the charity’s youth interactions by 2021 by focusing on Kids Help Phone’s five priorities.
As Canada’s only official representative, The Globe and Mail sponsored each winning Gold team to attend the Cannes Lions Festival of Creativity, and represent Canada in the Young Lions Competitions, June 17-21 2019.