I’m not sure if you’ve heard, but the D&AD just added a new pencil to its award list. Creatives can now win a White Pencil.

In an industry that better known for their extravagant lifestyles than for social conscience this award is crucial. It encourages us all to use our creative influences for the greater good, raising awareness about social, environmental and health issues around the world.

Of course winning any D&AD Pencil is an amazing feat and true honor. But I feel that winning a White Pencil has a little more clout. It means that advertising has gone beyond traditional avenues and that it’s now touching people in ways it hasn’t in the past. When advertising gets people thinking, or better, changes their behavior about how they view the world, that’s a pretty amazing thing.

I think the introduction of this category is awesome. It says something about the industry we’re now working in and it goes back to a recent post I shared about using advertising for the better, for the good of humanity.

The announcement of this award has made me re-evaluate my goals. I’ve always said that I’m in this business to do go work for brands that get people talking. Well, what better way to put that philosophy to test? I now want to win a white pencil at some point in my career. No, scratch that, I want to win a white pencil in the next five years.

Here’s to changing the world, one ad at a time.

Check out the announcement here:

http://www.mediabistro.com/agencyspy/dad-addresses-global-issues-via-launch-of-white-pencil_b16987