The Globe and Mail’s 2022 Young Lions Qualifying Competitions comprised of 448 registrants, competing for the chance to participate, at the official Young Lions Competitions in Cannes. The charity selected this year was Youth Mental Health Canada (YMHC), a community-based, youth-led, non-profit based organization in Hamilton, Ontario. They support a proactive and hands-on approach to addressing the issues of mental health for Canadian youth. Their focus is on youth, family, and community engagement for mental health education, support, advocacy, and change.
Teams were challenged to create a big idea (product, service or proposition) to create awareness of the issue of youth mental health and the solutions available through YMHC that also linked to their brand’s business objectives. For Media, competitors were tasked with developing a creative media strategy that would engage the target audience in ways that would make them pay attention and act and leverage the services offered by YMHC. There were some great pieces of work submitted, see below for the most notable and the winning teams work.