SINGAPORE, 14th April, 2022 – The Public Relations and Communications Association Asia Pacific (PRCA APAC) is pleased to announce that The Hoffman Agency’s Laura Naland and Vanessa Lee have won the Singapore Young Lions PR Competition 2022 for their ‘The Power of ‘Pause’ campaign. The winning duo will go on to represent the Singapore at the Cannes Lions International Festival of Creativity.
Responding to a brief set by Singapore Kindness Movement (SKM), each team had 24 hours to create a campaign would help SKM develop an integrated national campaign that will be impactful in educating people to be kinder in the digital world, just as they are offline.
The teams then had to pitch their campaigns to the official jury for the Singapore Young Lions Competition 2022.
A special thank you to the judges:
- Jian Yang, Head of Strategy, Distilleri
- Julian Chow, Head Of Digital Marketing, Archetype
- Reezal Esa, Senior Marketing Advisor, APAC, Weber Shandwick
- Karun S’Baram, Head, Strategic Marketing & Communications, Singapore Kindness Movement
- Danny Tan, Managing Director, Grayling
- Jennifer Dembitz, Co-Founder & Managing Director, Upcycle Communications
Karun S’Baram, Head, Strategic Marketing & Communications, SKM, commented: “I would like to congratulate all the participants for their creativity and commitment in putting together a campaign in 24 hours. I was very impressed with the team’s understanding of the brief and the passion during the presentations. Every team had an innovative idea, and the eventual winning team edged the rest with a strategic concept aligned with the core objectives.
I would also like to thank PRCA global for inviting the Singapore Kindness Movement to provide the challenge. I hope through this competition more people are aware of the importance of building a kinder digital world in Singapore, creating a safer and more compassionate online community.”
Laura Naland MPRCA, Account Manager and Vanessa Lee MPRCA, Digital Manager, The Hoffman Agency said: “We are so stoked to have won the Singapore Young Lions PR Competition 2022! It was an amazing experience to pull together a proposal for such a meaningful cause from the Singapore Kindness Movement. Most of our time was spent on nailing the insight and strategy – the time limit of 24 hours definitely gave some pressure, but we honestly had so much fun working on this together. It was basically putting together what we do on a daily basis here at Hoffman for our clients, compressing it into 11 slides, and sharing our vision with the jury. This achievement is even more precious because it’s a shared win! Can’t believe we get a chance to represent Singapore at the Cannes Young Lions Competition 2022.”
About PRCA
The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
We represent more than 35,000 PR professionals in 82 countries worldwide. With offices in London, Hong Kong, Dubai, Singapore, and Buenos Aires, we are a global advocate for excellence in public relations.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion – and enforce – professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking, and development opportunities.
We also manage the International Communications Consultancy Organisation (ICCO) – the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for local government communicators. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA).
