LONDON — The Public Relations and Communications Association (PRCA) has launched a global competition, in partnership with PRovoke Media, to give the next generation of PR creatives a chance to showcase their talent.

The NextGen Global Creative Challenge is intended to inspire and celebrate the creativity of young PR professionals around the world, after the Cannes Lions Festival of Creativity was cancelled this year, including the Young PR Lions competition supported by the PRCA and the International Communications Consultancy Organisation (ICCO).

Regional competition rounds will be hosted across the world in July by the PRCA’s branches in the UK, Latin America, MENA, and South-East Asia. Other industry bodies will be invited to take part via ICCO, with regional champions competing for a global title.

A brief will be set by a charity partner, and participating teams – of two practitioners aged under 30 from agencies around the world – will be given 24 hours to create a campaign. As well as a trophy and free training courses, the winning team will be given Cannes Lions passes for the Festival in 2021.

ICCO president Nitin Mantri said: “Tough times require out of the box thinking; full marks to the PRCA for originality. With awards, festivals, and events cancelled, PR professionals are left with no outlet for their imagination and artistry. This challenge, organised by the PRCA along with PRovoke Media, will give young communicators the opportunity to develop their creative skills and experience, and also have some much-required fun amid the continued uncertainty surrounding the Covid-19 outbreak.”

Last year’s winners of the UK Young Lions PR competition were Olivia Butcher and Josie Dougoud, from The Romans, who came up with the Mr Muscular Dystrophy campaign idea (pictured).

Agency teams can enter the NextGen Global Creative Challenge here.