D&ADSince 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. A D&AD Award is recognised globally as the ultimate creative accolade, entered and attended by the best creative decision makers from around the world. Set to reward, promote and enable creative brilliance in all areas of creative communication, a Yellow – or Black – Pencil remains the pinnacle in many careers.

In order to reward creative ideas with a social purpose, D&AD designed The White Pencil Award. The Award is the world’s top prize for design, advertising or digital work that addresses key social, political or ethical issues. And now TIE and D&AD have come up with a wonderful way to reward those who have used their skills for a greater cause. White Pencil Nominees for 2014 will have the chance to board on a TIE exchange and put their work into powerful, grassroots projects and will be able to develop their leadership and project management skills whilst bringing real change to the lives of hundreds of people, by improving the work of one of our partner organisations. You can find the details here.

By collaborating with D&AD, our reach around the world will be that much bigger, and the skill sets offered that much more diverse. We will not only be helping many more NGOs and communities around the world with our powerful communications skills, but together we will also be enabling more talented communication leaders to learn and grow from the experience of sharing their skills with the emerging world.

The more TIE placements that take place, the more our industry will start to change from the core. Our industry will be made to stand for more and we will all feel even prouder of our chosen profession.

Tim Lindsay, CEO of D&AD, said “Our responsibility is to help agencies, studios and individuals to understand and get involved in more sustainable ways of doing business. To encourage a movement that puts corporate social responsibility at the cornerstone of all corporate growth plans and that makes ethical business behavior the norm, not the exception. This partnership with TIE a great opportunity for the advertising and design industries to help our clients, and their consumers, by inventing a new vocabulary; developing new capabilities and leading from the front. In short, to demonstrate that commercial communications can be a force for good. The White Pencil is designed to help the industry bring this about”.

Here it is to a very exciting collaboration!

You can learn more about D&AD and The White Pencil here.