Amnesty International has today provided a campaign brief to the Young Lions PR competitors at the Cannes Lions Festival of Creativity, with the aim of developing a new communications platform to unite people against the evil of racism.

The brief is to develop a versatile communications platform / campaign for Amnesty, enabling it to credibly join and lead conversations on combatting racial discrimination.

Raising its profile as a relevant voice amongst 18-34 year olds, the platform needs to be flexible enough to adapt to local market and international deployment. The overall objectives are to raise awareness and positive sentiment for Amnesty, whilst growing its supporter base.

The Young Lions PR competition, organised by the International Communications Consultancy Organisation (ICCO), seeks to discover and celebrate the leading young creative PR team in the world. Teams of two from around the world are competing for the coveted title in Cannes after local competitions and elimination rounds, in their own country. These initial rounds of competition were set up by local Cannes Lions representatives.

Amnesty International is calling on teams to develop creative campaigns that will drive support for the campaign.

Francis Ingham, Chief Executive, ICCO, said: “One of the great contributions to the global PR and communications market has been our management of the Young PR Lions. We are delighted to see that it is bringing in more competitors year on year, and wish the best of luck to all of the teams, whichever ICCO country they come from.”

The competitors will have 24 hours to prepare their campaigns. By Tuesday 19^th June at 19:00, all presentations and materials must be submitted, before they are then presented to judges on Wednesday, 20th June. The winning team will be announced at the PR Lions ceremony on Wednesday evening.

Last year’s Young Lions PR winners were the Hungarian team of Luca Hadnagy and Paloma Medina from HPS Experience.