Jane Goodall Institute - Walk for Hope

Cannes Young Lions Media Competition

PROJECT TYPE

Campaign Strategy, Deck design

ROLE

Competition candidate with Sophie Magwood

The Cannes Young Lions Media Competition challenges teams of young creatives to respond to a real-world brief from a global non-profit, under extreme constraints. In just 24 hours, as a team we had to develop a full media strategy, including audience definition, insight, big idea, channel strategy, and media placements, all within strict format limitations (including a 50-word copy cap per slide and a maximum 10MB deck size)!

I included this project in my portfolio because it reflects my creative thinking and problem-solving beyond the design of the deck itself. The competition pushed me to move quickly, but more importantly, to think deeply about the underlying problem and the strategic response. It challenged me to think beyond execution and into how ideas actually solve for behaviour, attention, and action.

Our brief was to raise awareness for the Jane Goodall Institute’s Walk for Hope.

THE IDEA

We developed Highlight One, a media idea built for a generation overwhelmed by urgency. Gen Z consumes more daily media than any other generation, yet despite high levels of awareness and empathy, they are increasingly stalled by overload. When everything demands attention, nothing feels like a clear place to start.

The problem wasn’t a lack of care, it was a lack of prioritization. Constant exposure to urgent issues leads to doomscrolling, fatigue, and ultimately inaction.

The insight behind the idea was simple: when everything is highlighted as urgent, nothing stands out.

So instead of asking audiences to engage with everything, Highlight One reframed action around focus. Supporting activations extend this idea through ongoing “Highlight One” storytelling across social and email, showing progress and giving audiences small, actionable entry points into engagement.