The Irish Young Lions competition ran from February 21st to 23rd. To see the presentation deck from the 2025 launch, click here.

The charity that we have chosen for the PR category is Spinal Injuries Ireland - this was revealed on Friday, 21st February.

This competition is open to IAPI member agencies only. You must be 30 years of age or younger, born on or after 21st June 1994 and resident in Ireland.

Who can enter?

Members of PR Agencies. You must be 30 years of age or younger, born on or after 21st June 1994 and resident in Ireland.

The Competition

The brief will be set by our charity partner that will act as the ‘client’. The competition will show how PR is effectively used to engage audiences with an organisation or a specific topic that the ‘client’ is dealing with. The competition will allow some elements of creative to be produced by the contestants so that their strategy takes shape in front of the jury.

The PR campaign should:

• connect with the charity’s brand value and have an impact (i.e increase in donations or other applicable parameters)
• increase awareness/create engagement with the public
• identify and build relations with relevant stakeholders (for e.g. journalists, opinion leaders, see brief)
• create PR supporting material applicable in relevant media channels.

You must submit the following as part of your entry:

• Presentation (PPX/PDF - max: 10 slides / 25MB) outlining strategy idea
• 450 word explanation detailing the creative idea, the strategy and the execution

Your entry will be judged on the following criteria:

• Creativity (50% of vote) - Is there a main creative idea with a wow factor uniting the campaign tactics? Is it fresh, bold, authentic and exciting? Is it original and inspiring, or have you seen this idea before?
• Strategy & Insight (20% of vote) - Is the idea built on an insight into the target audience? Has the team shown how their strategy underpins the campaign? Did they demonstrate an understanding of the brief, audience, and other stakeholders?
• Tactics & Execution (20% of vote) - Is the proposed execution both realistic and relevant to the brand and audience? Has the team thought through how their idea plays out in the market? Is there an innovative use of modern PR tactics?
• Relevance to brief (10% of vote) - Is the idea right for this brief, the brand and its target audience?

Shortlisted entrants will be asked to present their idea to the jury.

Entry fee

There is an entry fee of €150 per team.

The Deadline

Midnight on Sunday 23 February

You must submit your entry to sophie@iapi.com and include the CATEGORY (i.e. PR) and both TEAM MEMBERS NAMES, EMAILS and PHONE NUMBERS.

Entries must not contain any agency branding.