Can a new award change the rules of the game?


Young Glory Professional team Effie Kacopieros and Christian Tough of DDB Sydney came up with the winning Lioness idea. They remarked, “The communications industry as a whole is a huge influence of culture and society and sometimes people working from within forget the power they have to shape societal attitudes. Possibly our idea has gained a lot of interest because it’s a conversation that has reaching tipping point, not only in our own industry but also across society.”