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Sinclair wins PRHK’s Hong Kong Young Lions Competition with Pathfinders #ShareThePath Campaign

Sinclair wins PRHK’s Hong Kong Young Lions Competition with Pathfinders #ShareThePath Campaign

April 30th 2021

Sinclair wins PRHK’s Hong Kong Young Lions Competition with Pathfinders #ShareThePath Campaign

PRHK, Hong Kong’s association for public relations and communications professionals, today announced the winner of the Hong Kong Cannes Young Lions 2021 contest.  The competition, which saw five short-listed teams of young professionals from across Hong Kong’s public relations industry compete to represent the territory at this year’s Cannes International Festival of Creativity, was won by Monika Marczuk and Burton Leung from Sinclair. The runner-up team was from BCW Global, comprising Christy Leung and Emil Pevtsov.

The competition was run in association with Pathfinders, the charity which supports Migrant Domestic Workers (MDWs) who become pregnant or have children while working in Hong Kong.  Each year, many expectant mothers working in Hong Kong as domestic workers find themselves unlawfully dismissed, without housing, income or access to vital healthcare, simply due to falling pregnant.  The campaign challenge was to build empathy for expectant mothers, inform MDWs and their employers of their rights, educate people about the support available, and ensure all children have a fair start in life.

Sinclair’s winning campaign was based around an experiential storytelling approach that will encourage Hong Kongers to ‘ShareThePath’ of mothers and expectant mothers that have been mistreated by employers and subsequently faced poverty, homelessness and isolation.  The campaign will use the real stories of women and their employers through walking tours, a mobile phone app and street level displays. Catherine Gurtin, CEO of Pathfinders and judge of the PRHK Young Lions, said: “The experience of these women is brutal and the ongoing pandemic has made the situation even more acute.  Monika and Burton’s campaign demonstrated their understanding of the challenge these women face and brought it to life by encouraging Hong Kongers to see and hear their real life stories.  They are worthy winners and I look forward to bringing this campaign to life in partnership with PRHK and its members.”

The winning team will represent Hong Kong in this year’s global Young Lions competition at the Cannes International Festival of Creativity in June.  The competition, which takes place virtually due to the pandemic, 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 Young Lions prize.

Rachel Catanach, Chair of PRHK said: “The standard of entries in this year’s competition was higher than ever, demonstrating that the future of our industry is in good hands.  Monika and Burton’s approach focused on building empathy and understanding in a powerful relatable way.  They are the perfect representatives for Hong Kong in this year’s competition and we look forward to working with them, alongside our other member agencies, to bring this campaign to life later in the year.”

The competition was judged by a panel from across Hong Kong’s business and academic community: Rachel Catanach, FleishmanHillard; Catherine Gurtin, Pathfinders; Phyllis Yip, Edelman; Surekha Ragavan, Campaign Asia Pacific; J. Travis, City University of Hong Kong; and Regina Chen, Hong Kong Baptist University.


About PRHK

PRHK has a simple name and a simple mission. We are here to represent, champion, promote and grow the public relations and communications profession in Hong Kong.

For more information, please visit https://www.prhongkong.org

For further information or pictures: Ben Evetts/Carbo Yu / connect@prhongkong.org / +852 9335 4273