The 2024 IDEA Competition from ICA and Bell Media Is Open for Entries

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. 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,” said Scott Knox, president and CEO of the ICA. 

“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, and ultimately, elevating Gender Equity in Canada,” said Perry Macdonald, VP, advertising sales and partnerships. 

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 9th.

The IDEA competition builds on the broader IDEA initiative, launched in 2017 by the ICA, to promote inclusivity, diversity, and equity in advertising. An early 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.”

For-profit brands and their agencies can enter the IDEA competition here.