In the creative industries people solve problems everyday, communications problems for businesses, brands and products.

So we know how powerful creative ideas can be. They persuade, motivate and mobilise people. At their most potent they have the power to change the way people think and behave.

The D&AD White Pencil is a new initiative designed to harness that power. It’s awarded to a creative idea with the potential to effect real and positive change in the world.

This year the new award launched with a challenge to the creative industries. We set a brief rallying 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.

The entry deadline for 2012 has now closed. The winner of this year's competition will be anounced at the White Pencil Symposium on 27 November. Come along, join the debate and celebrate the brilliant ideas of our shortlist and their determination to drive their ideas forward and make them happen.

In 2013 the White Pencil will be integrated with the Professional Awards. The White Pencil category will be established to cater for design work and creative campaigns that make a positive difference, helping to solve real problems in the world. Work for both brands and not-for-profits will be eligible. More information will be available in the Awards section of the site from the end of October.