Cheekbone Beauty awarded $1 million worth of media inventory for its “Right the Story” campaign in support of Indigenous communities.
TORONTO, June 10, 2021 /CNW/ – Bell Media announced today, from its Upfront 21 presentation, that Cheekbone Beauty Cosmetics and its agency Sid Lee have won the Institute of Communications Agencies’ (ICA) inaugural Inclusivity, Diversity and Equity in Advertising (IDEA) competition, held in partnership with Bell Media. This year’s focus was on campaigns highlighting Indigenous communities with the winner awarded $1 million worth of inventory on Bell Media platforms. This year’s winner is the Indigenous-owned Cheekbone Beauty, whose mission is to help Indigenous youth see and feel their impact in the world while creating sustainable colour cosmetics.
Featuring a positive news “smear campaign”, the award-winning creative blocks out negative headlines about Indigenous communities, focusing audience attention on good news championing positivity and defiance, seeking to “right the story” of Indigenous people in the media.
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