Tilila Awards expands to recognize wider communication ecosystem

2M has opened applications for the eighth edition of the Tilila Awards with a new identity and an expanded scope designed to better reflect the diversity of advertising formats and strengthen the role of inclusion in communication practices.

Originally focused on combating female stereotypes in advertising, the competition now recognizes campaigns and personalities that contribute more broadly to changing social representations. The initiative forms part of SOREAD-2M’s policy promoting equity, diversity and inclusion.

According to Salim Cheikh, Chief Executive Officer of 2M, advertising and media do more than reflect society. They also influence how society sees itself and evolves. Through this new edition, the broadcaster aims to engage agencies, advertisers, media organizations and digital stakeholders in promoting more responsible communication.

Three competition categories introduced

The 2026 edition is structured around three categories. The first covers television productions broadcast on 2M channels between September 30, 2025 and August 31, 2026.

The second category targets campaigns deployed across social media platforms, video platforms, editorial websites and other digital channels.

A third category has been introduced this year to reward communication initiatives distributed through outdoor advertising, print media and radio. The addition is intended to broaden the competition’s coverage of communication practices beyond television and digital formats.

Khadija Boujanoui, President of 2M’s Parity and Diversity Committee, said the expansion is intended to align the competition more closely with current realities in the sector and encourage campaigns that advance representation across all media spaces.

Applications open until August

Agencies and advertisers can submit applications free of charge until August 31, 2026. Ten campaigns will be shortlisted during an initial selection process conducted by a committee that includes institutional partners before a final review by the jury.

The winners will be announced during a ceremony in Casablanca.

Alongside the awards, 2M has launched the sixth edition of Tililab, a competition for Moroccan creators under the age of 30 who reside in Morocco. No specific academic qualification or professional background is required.

Participants are invited to submit an original video work addressing the role of women in society, gender parity, diversity or inclusion. Applications for Tililab remain open until July 31, 2026.

Six finalists will be selected to join a bootcamp and further develop their projects through the production stage. The winner will be chosen by the jury during the Tilila Awards ceremony.

Tilila becomes umbrella identity

This edition also accompanies the repositioning of SOREAD-2M’s Equity, Diversity and Inclusion program, which is now unified under the Tilila brand.

Through this new structure, 2M aims to create a broader gathering point for Morocco’s advertising ecosystem while encouraging creative work that reflects the diversity of society and acknowledges its influence on collective perceptions.