TORONTO (Oct. 27, 2022) – The Institute of Canadian Agencies (ICA) and Bell Media announced today that Big Brothers Big Sisters and its agency, Humanity, have won the 2022 Inclusivity, Diversity, and Equity in Advertising (IDEA) Competition. The 2022 competition focused on campaigns highlighting LGBTQ+ communities with the winner awarded $1 million worth of inventory on Bell Media platforms. Big Brothers Big Sisters is a non-profit federation that has been championing the health and wellbeing of youth for more than 100 years, will debut the winning campaign in the coming months.The award-winning idea features a brand evolution that embraces self expression and champions authenticity in the eyes of the LGBTQ+ community and beyond.
The purpose and ambition shown in the entries made judging very hard and at times emotional, which is exactly what we wanted – the agencies and brands put everything into it
said Scott Knox, President & CEO, ICA.
I have no doubt that seeing the final campaign delivered by Humanity and Big Brothers Big Sisters will set a new standard, not only for diversity in marketing but excellence in authentic brand building. I look forward to seeng all of the entries in the competition come to life and thank all of our participants for sharing their powerful work with us.
Thank you to this year’s IDEA participants for another year of excellent entries which went above and beyond the brief
said Brandon Moonrei, Director, DSP Partnerships & Client Strategy, Bell Media
Big Brothers Big Sisters’ winning proposal showed creative excellence and ingenuity, in addition to a boldness to lead the way in inclusive branding and storytelling. We are thrilled to amplify this campaign on Bell Media platforms.
Open to national and international brands and their agencies, and judged by a specially curated jury of 14 diverse and established representatives from the Canadian media sector, the IDEA Competition seeks to create meaningful change in the media industry and to encourage greater representation of diverse communities in Canadian advertising campaigns while also encouraging diversity and inclusivity in the creative process.
