The Public Relations and Communications Association (PRCA) is pleased to announce that Action Global Communications’ Sabrina Khisaf and Clive Fernandes have won the MENA Young Lions Competition 2022 for their ‘Now it’s your turn’ campaign. The star duo will go on to represent the MENA at the Cannes Lions International Festival of Creativity.
Responding to a brief set by Dubai Cares, Sabrina and Clive beat a field of 32 teams. Each team had 24 hours to create a campaign would help Dubai Cares promote its fundraising platform across the UAE to generate funds for its global programmatic interventions.
Makram Bou Kheir, Communications Manager at Dubai Cares, commented: “In the age of reducing attention spans, conceptualizing creative campaigns that can deliver measurable impact is a challenging task. The quality of the entries we received was truly remarkable and impressive. While each entry offered a unique take on the brief, the winning team presented a campaign that was both innovative and strategic – demonstrating a solid understanding of the market as well as the campaign’s core objectives. We congratulate all the participants for their creativity and thank them for their efforts.”
PRCA MENA General Manager Hayley Clements MPRCA said:
“The Young Lions final is always inspiring – the judges were impressed with the creative dare and strategic-sense of all the campaigns. Sabrina and Clive’s winning ‘Now it’s your turn’ campaign was simply brilliant. The creative talent in our region seems to go up a level every year and if the last week is any measure, then our industry is in excellent hands!”
About the PRCA
The PRCA was founded in London in 1969 and launched PRCA MENA in 2016 with the aim of raising standards in PR and communications.
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).