This week D&AD is launching the White Pencil Kitemark in line with Sunday 15 July marking 100 days until the UN's Day of Peace on Friday 21 September.
The White Pencil initiative is designed to harness that power of creative ideas. Awarded to an idea with the potential to persuade, motivate and mobilise people to effect real and positive change in the world.
The creative industries solve problems everyday, communications problems for businesses, brands and products. In this case D&AD has set a brief challenging the creative community to solve a communications problem for a non-profit organisation or established cause. The winning idea will demonstrate the capacity to raise awareness and change behaviour around that cause.
All work entered must be produced and run, with judges looking for brilliant ideas and the determination and ability to drive those ideas forward and make them happen.
The White Pencil ambassador, Archbishop Desmond Tutu, said that to good one must act.
"To encourage others to do good, you must communicate,” he said. “I applaud the aims of D&AD's White Pencil to ask those people with the strongest communication skills to act, to encourage others to act, and for that action to spread around the world."