The IDEA advertising competition is back for 2022 to recognize creative that celebrates diversity, though with a more specific focus on LGBTQ+ for year two.

Launched by the ICA and Bell Media in 2020, with the first winners announced a year ago, the IDEA competition grew out of ICA’s mission to promote inclusivity, diversity, and equity in advertising. The winning campaign receives $1 million worth of advertising inventory on Bell Media properties.

The theme for 2021 was Indigenous communities, with Sid Lee winning with an idea for Cheekbone Beauty. For 2022, entries must focus on the “lived realities of Canada’s LGBTQ+ communities.”

“All too often LGBTQ+ people are seen as an accessory to the story, sometimes the comic punchline or best friend,” said Scott Knox, president and CEO of the ICA, and founder of PrideAM. “I’m looking for work that showcases the fullness of our lived realities and the intersectionality of our experiences.”

“Bell Media is a long-standing ally of the LGBTQ+ community, and this year’s focus could not be more aligned with our company’s values,” said Brandon Moonrei, director, DSP partnerships and client strategy, Bell Media.

“After seeing the amazingly diverse and inclusive talent of Canadian brands and advertisers in last year’s competition, we are excited to see and showcase the stories that this year’s entries will bring.”

Agencies and brands can submit their work now, with a July 29 deadline for submissions.