GLOBAL, SEPTEMBER 2011: For D&AD’s 50th year in 2012, the organization will be awarding the inaugural D&AD White Pencil to a creative idea that changes the world for the better. For the premiere competition, D&AD has partnered with Peace One Day, which set the brief challenging the creative community to come up with a highly original and inspiring media-neutral idea with global potential and the power to effect real and positive change.
Peace One Day was founded in 1999 by filmmaker Jeremy Gilley to document his efforts to establish an annual day of global ceasefire and non-violence with a fixed date. In 2001 those efforts were rewarded when the day was unanimously adopted by member states of the United Nations as September 21, Peace Day.
The brief is to grow awareness of and engagement with, Peace Day, establishing September 21 as a global, self-sustaining, annual day of peace, when everyone can take action to end conflict in their own lives and in the lives of others.The task is to make this day ubiquitous and as part of our social fabric as Valentines’ Day or Mother’s Day, in fact more so. To be truly effective Peace Day needs to be observed by a huge proportion of the earth’s population on an ongoing yearly basis–3 billion people with the message of Peace Day by September 2012.
Peace Day must be cross-cultural, apolitical and non denominational. Collaboration is key to Peace Day. See more in this video.
For mandatories and rules, visit the White Pencil page on the D&AD website. Entry closes on October 24, 2012. Judging and winners will be announced on November 2012.
