ICA and Bell Media Launch the 2024 IDEA (Inclusivity, Diversity and Equity in Advertising) Competition, Showcasing Gender Equity in Advertising

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– Entries showcasing and celebrating diversity, and shining a light on this Gender Equity can now be submitted for a chance to win $1 million of media inventory –

TORONTO (July 11, 2024) – The 2024 IDEA (Inclusivity, Diversity and Equity in Advertising) competition from Institute of Canadian Agencies (ICA), in partnership with Bell Media, is calling for brands and agencies to enter for the chance to win $1 million worth of media inventory on Bell Media platforms. In the fourth year of the competition, national and international for-profit brands and their agencies are invited to submit ground-breaking work that celebrates diversity through advertising. This year’s entries must shine a spotlight on the lived realities of Gender Equity in Canada. “What does Gender Equity really mean? I am excited to see the depth of ideas that truly explore the intersectionality and experiences of what this means to people and their lived realities, said Scott Knox, President & CEO of the ICA. “I will be looking for bigger ideas than ‘a guy looking after children’ or ‘a woman driving a truck.’ Canadian creators can do better than that, so let’s see it.” “The competition this year presents a remarkable platform for marketers to demonstrate their trailblazing strategies for genuinely reaching, engaging with, and establishing enduring relationships with Canada’s diverse communities,” said Perry Macdonald, VP, Advertising Sales and Partnerships. “We look forward to reviewing and amplifying the stories that will elevate Gender Equity in Canada.” Creators of the winning entry will have access to the full range of Bell Media’s platforms including TV, radio, out-of-home, and digital, to execute their $1 million campaign in 2024 and 2025. Submissions are now open, and close on Monday, September 9^th. The IDEA competition builds on the broader IDEA initiative, launched in 2017 by the ICA, to promote inclusivity, diversity, and equity in advertising. As an early supporter of the program and active partner, Bell Media also participated in ICA’s IDEA Summit at TIFF in 2018 with the theme “How Diversity of Thought Leads to Powerful Storytelling.” For-profit brands and their agencies can enter the IDEA competition at this link.

About the Institute of Canadian Agencies (ICA)

The ICA exists to positively shape the business environment for agencies to THRIVE. Working to Amplify, Protect and Transform its members, their people, and the industry. Founded in 1905, the ICA is the not-for-profit association for Canadian advertising, marketing, media, and public relations agencies. Its membership and board of directors represent some of the most recognized and influential agencies in Canada and around the world.

Learn more at theica.ca.

About Bell Media

Bell Media is Canada’s leading media and entertainment company with a portfolio of assets in premium video, audio, out-of-home advertising, and digital. This includes Canada’s most-watched television network, CTV; the largest Canadian-owned video streamer, Crave, with a premium add-on to include STARZ; a powerful suite of specialty channels; the most-trusted news brand, CTV News; Canada’s cross-platform sports leaders, TSN and RDS; leading out-of-home advertising network, Astral; Québec’s fast-growing conventional French-language network, Noovo; the country’s leading radio and podcast app, iHeartRadio Canada; and a range of award-winning original productions, brands, and services. As a content leader and partner in Sphere Media, Montréal’s Grande Studios, and Dome Productions, one of North America’s leading production facilities providers, Bell Media is committed to keeping Canadians entertained and informed.

Bell Media also offers best-in-class technology, marketing, and analytics support through Bell Marketing Platform, an omnichannel self-serve platform which includes Bell Analytics, Strategic Audience Management (SAM), and Bell DSP, in addition to advanced advertising solutions, including Linear Addressable TV, Addressable Audio, and ads on Crave. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company.¹ Learn more at BellMedia.ca.

¹Based on total revenue and total combined customer connections.