IDEA Competition

Bell Media and ICA Launch the Inaugural Inclusivity, Diversity and Equity in Advertising (IDEA) Competition with $1 Million Yearly Prize

The Competition welcomes entries showcasing diversity in front of and behind the camera –


Bell Media, in partnership with the Institute of Communication Agencies (ICA), announced today the launch of the inaugural Inclusivity, Diversity, and Equity in Advertising (IDEA) competition. The campaign that best demonstrates a clear message of diversity and inclusion will receive $1 million worth of media inventory on Bell Media platforms each year.

Open to national and international brands and their agencies and evaluated by a panel of diverse judges, the competition seeks ground-breaking work that celebrates diversity through advertising.


“The ICA believes that not only is diversity and inclusion a global business imperative, but that it’s a growth-driving narrative for Canadian brands and companies,” 

said Scott Knox, the President and CEO of the ICA. 

“We’re excited to announce this unique media partnership between the ICA and Bell Media and the launch of the inaugural IDEA competition in order to bring awareness to diversity as business strategy.”


“We are committed to creating meaningful change in our industry, and this competition aims to encourage greater representation of diverse communities in Canadian media,” 

said Randy Lennox, President of Bell Media. 

“We have been working to create a new roadmap for the industry, one that recognizes the added value of BIPOC presence and expertise, and the IDEA Competition is one more opportunity to showcase the value of inclusion.”


Creators of the winning entry will have access to the full range of Bell Media’s platforms - TV, radio, out-of-home, and digital – to execute their $1 million campaign in 2021. Details on how to enter will be announced in November, with the winner announced later this winter.

Entries are required to be new creative executions in English and French, and require that diverse producers, directors, writers, and crew contribute significantly to the campaign beyond on-camera talent. Entrants must also commit to demonstrating, as part of their submission, that inclusion and diversity are components across all of their advertising, even when not the key message.


“Our goal is to get more diverse representation in advertising campaigns, while encouraging diversity and inclusivity in the creative process,” 

said Justin Stockman, Vice-President, Brand Partnerships, Bell Media. 

“We’re looking forward to the launch of the IDEA competition and we hope it becomes an annual event, highlighting different equity-seeking communities each year.”


In line with the ICA’s belief in the importance of attracting diverse new talent into advertising, additional judging consideration will be given for entrants that include mentorship opportunities as part of their production to provide experience and build the pipeline of new diverse talent.

The IDEA Competition builds on the broader IDEA initiative, launched in 2017 by the ICA, to promote inclusivity, diversity, and equity in advertising. An earlier supporter of the program, Bell Media participated in ICA’s IDEA Summit at TIFF in 2018 with the theme “How Diversity of Thought Leads to Powerful Storytelling”, featuring THE SOCIAL’s Melissa Grelo.

Brands and their agencies should register to receive more information about entering the IDEA Competition in the form below or contact scott@theica.ca.


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