Dubai, UAE – 12 March 2025: PRCA Mena – the regional arm of the world’s largest public relations and communications association (PRCA) – has announced the United Nations High Commissioner for Refugees (UNHCR) as the official Humanitarian Partner for the PRCA Mena Young Lions PR Competition 2025.
As part of the partnership, UNHCR will produce the competition brief, challenging young PR professionals to create impactful campaigns that drive awareness and advocacy for displaced communities. UNHCR will also join the judging panel to ensure the winning ideas align with real-world humanitarian needs.
Conrad Egbert, Head of PRCA Mena, said:
“We wanted this year’s competition to be current as well as contribute to driving real change. We couldn’t have asked for a more fitting partner, especially in the month of Ramadan where charity and reflection are at the heart of it all. We’re honoured to have the UNHCR partner with the PRCA Mena and look forward to the passion and creativity that 46 young lions from a dozen of our top agencies will, no doubt, put in. May the best team win.”
Mona Mahdi, Campaign and Communications Officer, UNHCR, added:
“Media and public outreach have a powerful role in shaping narratives and building empathy for displaced communities. PRCA Mena’s commitment to fostering young talent aligns with our mission to amplify refugee voices, and we look forward to seeing fresh, impactful ideas from the region’s next generation of communicators.”
The winning team will represent the region at the Cannes Lions International Festival of Creativity in France later in June this year.
PR Consultancies that have entered the competition include Action Global Communications, BPG Group, Burson, Cosmopole Consultancy, Current Global MENAT, Gambit Communications, Houbara Communications, Memac Ogilvy, Saatchi & Saatchi Qatar, Seven Media, The Romans and Weber Shandwick MENAT.
About PRCA Mena
PRCA Mena is the regional arm of the largest public relations and communications association (PRCA) in the world. It was established in 2016 with the aim of raising standards in PR and communications. Representing more than 35,000 PR professionals in 82 countries worldwide, the PR authority is a global advocate for excellence in public relations. The PRCA’s teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents.
For more information visit: https://prca.mena.global/