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Sinclair wins PRHK’s Hong Kong PR Young Lions Competition 2023 with ImpactHK’s Homelessness Campaign

April 27th 2023

27 April 2023 –  PRHK, Hong Kong’s association for public relations and communications professionals, today announced the winner of the Hong Kong PR Young Lions 2023 competition. 

The competition saw teams of young professionals coming from across the public relations and communications industry competing to represent the territory at the global Young Lions Competition at the Cannes International Festival of Creativity. The Hong Kong competition was won by Adam Chow and Camille Thoreau from Sinclair. The runner-up teams were from The Hoffman Agency, Brandon Lin and Crystal Yuen, and from Sinclair, Sonia Cheng and Joanne Chan.

The competition was run on 14-15 April, in association with ImpactHK, a local non-profit organisation offering holistic support to people experiencing homelessness.

The campaign challenge was to develop an integrated PR and communications campaign to build empathy towards people experiencing homelessness and expose the fact that stigma gets in the way of their recovery.

Sinclair’s winning campaign was based on an experiential exhibition called “Love Out Loud” that allows the public to experience and empathize what it’s like to struggle with negative labels.  

Roni Li, Fundraising Manager from ImpactHK and judge of the PRHK’s Young Lions Competition, said: “Adam and Camille presented an idea that allowed people to step into the shoes of those experiencing homelessness. They were not only able to expose the stigma surrounding homelessness but were able to help build empathy, not sympathy with the audience.”

The winning team will represent Hong Kong in this year’s global PR Young Lions Competition at the Cannes International Festival of Creativity in June. The competition, which will return to an in-person event in Cannes, France, sees young communicators from across the world compete in front of a jury of the world’s most respected creative minds to win the annual PR Young Lions prize.

The Hong Kong PR Young Lions Competition was judged by a panel from across local corporation and academic community:

  • Representatives from ImpactHK
  • Roni Li, Fundraising Manager
  • Ady Lai, Communications and Outreach Officer
  • Dr J. Travis, Visiting Fellow, City University of Hong Kong
  • Belinda Chan, Managing Partner, Creative Consulting Group
  • Cynthia Chan, SVP and Partner, FleishmanHillard


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About PRHK

PRHK is the forward-looking industry organisation for PR and communications professionals in Hong Kong. It represents, champions, promotes and supports the Hong Kong public relations and communications industry, its professionals, its affiliates, its academic institutions and their students. PRHK is a forum for discussion, learning and networking; an advocate for the industry and monitor of best practices within it; an interface between industry, academia, the business community, government and affiliated media and marketing sectors; and a point of entry for overseas companies, individuals and associations into Hong Kong’s PR scene.  Established as the Council of Public Relations Firms of Hong Kong (CPRFHK) in 2001, the organisation was rebranded to PRHK in 2018. Visit www.prhongkong.org or follow on Facebook and LinkedIn at @PRhongkong.

Media Contacts
Carbo Yu – PRHK Chairperson | carbo@sinclaircomms.com
Phyllis Yip – PRHK Next-Gen Co-Chair | phyllis.yip@edelman.com