The Public Relations and Communications Association (PRCA) is pleased to announce that Alice Burden and Phillip Laskaris from 3 Monkeys Zeno have won the UK Young Lions Competition 2022 for their ‘Letters to My Therapist’ campaign. The duo will go on to represent the UK at the Cannes Lions International Festival of Creativity.
Responding to a brief set by Mind, Alice and Phillip beat a field of 69 teams with their ‘Letters to My Therapist’ campaign. Each team had 24 hours to create a campaign that aimed at influencing decisionmakers in government to invest in mental health hubs.
Phillip Laskaris MPRCA said:
“I’m absolutely stoked! What a moment. Big thanks to Stu and 3Monkeys Zeno. Gotta go explain to my mom what PR is now.”
Alice Burden MPRCA said:
“When I told Phillip we’d won, we just screamed at each other over zoom for a good 5 minutes. This is huge! Big ups to Stu Yeardsley, our ECD for believing in us. And thank you to Phillip for being the ultimate partner and utter legend.”
Commenting on the winning pair, Judge Ottilie Ratcliffe CMPRCA, Global Creative Director of Milk & Honey and Chair of the PRCA Creative Group, said:
“We had some really brilliant entries this year, but our Gold-awarded duo proved that simplicity always wins out. Their campaign, Letters to My Therapist, was emotive, easy to explain, within budget, and tonally on point. Crucially, it was a fresh take on an age-old problem – how to get MPs to engage with an issue that needs funding. An idea seasoned creative heavyweights would be proud to have come up with.”
PRCA Director General, Francis Ingham, said:
“It’s been inspiring to see the UK’s most talented, young PR professionals tackle the issue of mental health. In a high-achieving field, Phillip and Alice stood out from the field with their powerful ‘Letters to My Therapist’ campaign. Congratulations Phillip and Alice!”