SINGAPORE, 14 April 2025 – The Public Relations and Communications Association Asia Pacific (PRCA APAC) is pleased to announce that PRecious Communications’ Amisha Shettigar and Divyata Lalit Raut clinched the top spot at this year’s Singapore Young Lions PR Competition. 

This annual competition is supported by the Association of Advertising & Marketing Singapore (AAMS) and is open to Singapore-based full-time PR professionals aged 30 or younger serving as pre-selection process for the Cannes Young Lions PR Competition 2025. This year’s competition presented a unique and impactful challenge in collaboration with K9Assistance, Singapore’s first registered charity advocating for and matching Assistance Dogs to People with Disabilities (PWDs). Participating teams were tasked with creating a campaign within 24 hours based on a brief set by K9Assistance that emphasised diversity, equity and inclusion (DE&I) frameworks while also inspiring public confidence in Assistance Dogs.

Senior Client Executives, Amisha and Divyata, won the competition with their “Pawse to Learn” campaign. Not only were the judges impressed by their campaign’s creativity and innovation, but they felt it could inspire impactful stories in the media and also successfully addressed the fundraising aspect of the brief.
 

The judging panel of the 2025 Singapore Young Lions PR Competition, joined by the PRCA APAC team, Cassandra Chiu’s team and her Assistance Dog, M.

The competition was judged by a panel of esteemed professionals, including:

  • Shouvik Mukherjee, Chief Creative Officer, APAC, at Golin
  • Pranav Rastogi, Executive Director, Head of Singapore at Wachsman

Cassandra Chiu, Co-Founder of K9 Assistance, accompanied by her Seeing-Eye Dog (SED), stood out among the judging panel for her advocacy for accessibility and inclusion, which added profound depth to the competition. As an Assistance Dog handler herself, she offered unique and insightful perspectives on the campaigns and emphasized the importance of accessibility, not only in the campaigns’ messaging but also in their delivery. Cassandra said:

“It’s been a true privilege to witness the creativity, heart, and conviction each team poured into their campaign briefs. Their work is a powerful reminder of how PR can drive meaningful change and promote inclusivity. Every idea had its own unique spark – and I wouldn’t be surprised if some go on to create real impact beyond this competition.”

Ed Burleigh, Head of PRCA APAC, said:  

“This competition is such an important initiative for nurturing young talent in Singapore. I wanted to set a more challenging charity brief this year by choosing K9Assistance as I knew it would test our contestants’ resourcefulness. I was so impressed by the creativity and enthusiasm on display from all teams but the pair from PRecious Communications stood out on all fronts. The judges and I all wish them the best of luck representing Singapore in Cannes.”

Reflecting on their victory, Amisha and Divyata, said:

“The Singapore Young Lions PR Competition 2025 got us to think deeply, move fast, and collaborate seamlessly as a team – all within a 24-hour deadline. Working on this campaign, inspired by the powerful bond between assistance dogs and persons with disabilities, truly opened our eyes, and we are very thankful to K9Assistance for trusting us with their story. We’re incredibly grateful to the judges for believing in our vision and deeply thankful to our PRecious Communications family for their support. Winning this competition reminds us that purpose-driven storytelling can create real change, and we are excited for what’s ahead!”

The winning team will now go on to compete at the Cannes Lions International Festival of Creativity in June. 

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For further information on PRCA APAC, and to enquire about membership, please contact: 

Ed Burleigh, Head of PRCA APAC, ed.burleigh@prca.global

About PRCA APAC:

The PRCA was founded in 1969 and launched the PRCA Asia Pacific in 2018. The association aims to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practices, and creating networking opportunities.