What is the White Pencil?
The D&AD White Pencil is awarded to a creative idea that changes the world for the better.
A creative idea that demonstrates the ability to influence real and positive change in the world: an idea that raises awareness or changes behaviour around a pressing social, environmental or health issue.
Each time the competition runs D&AD will partner with an organisation or cause chosen by the members and set a brief, challenging the creative community to use their skills to solve global problems that touch everyone.
The brief is open to anyone, individuals, organisations or collaborations. The work must have been produced and run, even if only on a very small scale. Read the Terms & Conditions for clarity on this, but consider that we are looking for brilliant ideas and the determination and ability to drive those ideas forward and make them happen.
One White Pencil will be awarded each time the competition runs and a nominations shortlist promoted and celebrated.
Judging Criteria
Judges will be evaluating work according to the following criteria: a highly original and inspiring idea, well executed and relevant to its context.
Your work should also demonstrate:
- The power to effect real and positive change in the world through creative thinking and the potential to make a real difference, not just in perceptions, but first and foremost in human behaviours
- Global potential. Your resources may only allow you to implement your ideas in a limited way – within your own region or locality for example, but judges will be looking for ideas that demonstrate the ability, or show the potential to be executed anywhere in the world
- Media neutrality. The idea should be strong enough to be executed in different media and cultural contexts
