Discover how a community-centered, multilingual campaign earned PRAID a Best Integrated Communications Campaign nomination.
There are campaigns you execute, and then there are campaigns that mean something. The Sex Now 2025 campaign, developed in partnership with the Community-Based Research Centre (CBRC), is firmly in the second category. That’s why we’re proud to share that PRAID has been nominated for a CPRS PRestige Award in the category of Best Integrated Communications Campaign.
The Canadian Public Relations Society’s PRestige Awards recognize outstanding work across the communications industry in Canada. To be considered among the nominees is a reflection of the people, the purpose, and the passion behind the work.
A campaign built on community
Sex Now is Canada’s largest and longest-running community-led health survey for 2S/LGBTQIA+ people. The data it collects doesn’t just inform research. It shapes policy. It expands healthcare access. It changes lives. When CBRC brought PRAID on as their communications partner, we understood that the stakes were real and that the community deserved a campaign as bold and inclusive as they are.
Working together, we built a fully integrated, multilingual campaign delivered in English, French, and Spanish, reaching 2S/LGBTQIA+ communities across the country. The campaign platform, “Come Together,” was designed to be cheeky, current, and culturally resonant. It showed up across digital channels, physical spaces, and community partnerships, meeting people where they already are.
What makes this nomination particularly meaningful is the context in which the campaign was delivered. The team faced a tighter timeline, a reduced budget, and the loss of its primary in-person recruitment channel. Rather than scale back, we leaned in. The result was a campaign that outperformed the previous year and demonstrated what resource-smart, community-led communications can do.
Grateful for the collaboration
Nominations like this don’t come from one person or one agency. They come from a network of collaborators, creators, community members, and clients who believe in the work.
“This wouldn’t be my first CPRS Award, but every nomination hits differently when you think about who made it possible,” said Michael Ianni, Founder and Principal of PRAID Communications. “CBRC trusted us with something that genuinely matters to people’s health and lives. That kind of partnership, rooted in shared values and mutual respect, is what produces work worth recognizing. I’m incredibly grateful to the entire CBRC team for bringing us in and giving us the space to do our best work together.”
What’s next
Win or not, this nomination is a marker of what PRAID is here to do: create communications that move people, serve communities, and deliver results that matter. We’re proud of every person who contributed to Sex Now 2025, and we’re proud to carry that work into this moment.
Follow along as the CPRS PRestige Award results are announced, and thank you to everyone who has supported PRAID along the way.
