Ideas that
change behaviour.
For teams whose intervention is a message, a campaign, a service design or a brand. Judges look for sharp consumer insight, originality of execution, and a measurable, ethical path to behaviour change.
Three deliverables.
Pick one specific behaviour in a specific population. “Get teenagers to read more” is too broad. “Help year-10 girls finish at least one long-form non-fiction book before exams” is the level of specificity we ask for.
A campaign artefact, a service prototype, a script that has actually been used. The artefact does not need to be polished — it needs to have been tried with real people.
However small: ten people who behaved differently, a pre/post survey, a teacher who can speak to what changed. We grade honesty harder than scale.
Who you’ll work with.
The Brand & Communication track is led by Ben Adeyemi (Studio Northbank) in London and by Carla Vélez (former planner at Wieden+Kennedy New York) in the Americas. Hong Kong teams are mentored by a rotating pool of senior strategists from BBH Asia-Pacific and Edelman APAC.
Each team is paired with two mentors for the eleven-week programme: one strategist and one creative director. Cross-track sessions with Digital & AI teams happen every fortnight.
Selected work, 2024–25.
A school-led campaign re-zoning library spaces and lunch periods to reduce social-media use during academic stress windows. Pilot ran across four schools.
A voice-led peer-counselling line and accompanying campaign that doubled help-seeking among year-10 girls in a six-week pilot.
A re-fillable water-bottle programme negotiated with five cafés around three Bronx schools, paired with a wayfinding poster series.