ICCO Brings the Challenge of Communicating About Space to the LBB Beach Cannes Lions 2026

Space has a communications problem – and it’s coming to Cannes Lions 2026 to find a solution.

The United Nations Office for Outer Space Affairs (UNOOSA), in partnership with PVBLIC Foundation, are providing the brief for the 2026 Young Lions PR competition, with a view to engaging the next generation of communications leaders to close the gap between space innovation and public understanding.

Space technologies already contribute directly to more than 40% of the Sustainable Development Goals. Yet for most people, space remains abstract, largely unbranded and poorly understood, as do the systems that govern it and the institution that safeguards its shared use. Meanwhile, the number of satellites in orbit could rise from roughly 15,000 today to as many as 100,000 by 2030, intensifying risks such as space-traffic congestion, debris, and the loss of dark and quiet skies.

UNOOSA works to further the understanding of the role of space as a shared global asset that supports sustainable development and the long-term future of humanity and to serve the Committee on the Peaceful Uses of Outer Space (COPUOS), where Member States come together under the roof of the United Nations to address governance gaps and advance policy on the future of outer space

The ICCO, in collaboration with PVBLIC Foundation, are presenting a discussion on the issue of communicating about space at the LBB Beach stage on Wednesday 24^th June at 15:30. Hosted by Terry Savage, Chairman of Savages Unlimited and featuring Dr Sian “Leo” Proctor, visionary artist, futurist, explorer and astronaut together with Sergio Fernandez De Cordova, Executive Chairman of PVBLIC Foundation, the session will look at how space-based intelligence is shaping decisions across governments and industries, while creating a new frontier for culture and creativity. This follows Dr Proctor’s appearance on the Debussy Stage on Tuesday 23^rd June, alongside Director of UNOOSA, Aarti Holla-Maini and Professor Brian Cox, renowned physicist and the United Nation’s Champion for Space.

This isn’t the first time the UN has joined with the world’s best communications and creative partners to raise awareness of a global issue. The UNDP’s Weather Kids campaign was launched in 2024 by the ICCO and UNDP Climate Communications Task Force, a partnership set up to bring global ICCO member expertise to the climate change awareness issue.

“Providing the PR brief for the Young Lions competition this year is an amazing opportunity for UNOOSA to engage our next generation of communications leaders in closing the gap between space innovation and public understanding. It’s something which our clients and our members need to understand to navigate the opportunities ahead” said Massimo Moriconi, President of the ICCO.

About ICCO

The International Communications Consultancy Organisation (ICCO) is the global voice of public relations and communications consultancies. Representing national trade associations, agencies and professionals across the world, ICCO promotes ethical standards, professional development and collaboration across the communications industry. Through advocacy, research, education and global initiatives, ICCO supports the advancement of public relations as a trusted and responsible profession.

For more information, visit the ICCO website