The D&AD has created a new Pencil award for next year's D&AD Awards. Unlike most its professional Pencils, which reward client projects that are entered, the White Pencil will be based on a brief created by the D&AD and a partner organisation -- which will likely be a charity or other NGO -- to "find solutions to global issues". 

The brief for the first White Pencil is set in collaboration with Peace One Day (POD), the organisation led by filmmaker Jeremy Gilley which established September 21 as an annual Peace Day. POD is now working make Peace Day to prominence around the world.

"The D&AD’s White Pencil is about moving our legacy on," says Tim O’Kennedy, the D&AD's chief executive. "It’s about harnessing the power of creativity to make a real difference in the world around us. It’s about demonstrating the hidden potential in D&AD’s remit of the perpetuation of creative communication. And most importantly it is about realising our community’s ability to lend huge impact and strength to the campaigning voices of others and bring their messages and demands for change to the widest and most powerful audience.”

The D&AD says it may not run the White Pencil award every year, but when it does it will be judged on the same criteria as D&AD’s Yellow Pencils and award globally scalable ideas that will raise awareness or change behaviour. The competition will be open to anyone – from individuals to large organisations. Entries must have been created and executed between the competition’s official launch and submissions deadline, as the D&AD wants all entrants to make an impact whether they win or not.

“With the requirement that entries must have been realised to be eligible, each and every one will help to raise awareness and support for the inaugural White Pencil's cause," says Simon ‘Sanky’ Sankarayya, D&AD President. "It’s a win-win situation that means the cream of international design and advertising creatives will help make the world better and more peaceful place.”

The D&AD says that just one White Pencil award will be given to a highly original and inspiring idea, well executed and relevant to its context; one that best raises awareness or changes behaviour around the organisation or cause. The winning idea will receive further support for wider distribution to ensure it touches as many people as possible around the world.

 “Peace Day has already achieved profound and real influence in some of the most conflicted areas on the planet, but to be truly effective it needs to be understood and observed annually by a huge proportion of the earth’s population." says Jeremy Gilley, Peace One Day founder. "It is an ambitious target but one which, with the catalyst that the D&AD’s White Pencil initiative provides, we believe can be achieved.”

Entries to the inaugural 2012 White Pencil must have run or been in the public domain by 22 February 2012. Submissions will be accepted from October 2011.