Ways creativity can change the world

The new D&AD Impact award, set up in partnership with Advertising Week, rewards those doing well by doing good. The programme is divided into 12 categories, covering everything from Education and Urban Living to Industry Evolution and Community. The Impact Jury brings together Judges with a diverse range of backgrounds and experience across a wide range of industries. Here they explain why creativity, used well by brands and businesses, has the power to effect global change.

"Businesses and brands are more intertwined with, and influential in, our lives than ever before. For better or for worse, more people today can articulate a brand's positioning than a political party's platform. We have an increased responsibility to use that engagement to change minds and behaviours for the collective betterment of society."
Alex Dimiziani, Airbnb – Judge, Community

“We're at a pivotal time in history. Social, cultural and economic shifts are incredibly rapid and often have global impact. But we've also never had an opportunity like this to reach a diverse and connected global audience through social media and other channels."
Andrea Bastiani Archibald, Girl Scouts of America – Judge, Education

"The world needs change and brands can have a great influence on people's lives, and the world at large, if they embrace the idea of promoting positive impact. The upcoming generations are increasingly aware of the challenges and feel empowered to deal with these problems. They expect the same level of awareness and focus on promoting change from the brands and companies they engage with."
Andrea Alvares, Natura – Judge, Health & Wellness

"People are more likely to give their money to a brand that not only believes what they believe, but also takes action."
Andrew Keller, Facebook – Judge, Community

"The world has become a complex place. Consumers have so many choices, so many things to think about… not to mention the backdrop of global and domestic unrest. In this new existence we live in, there are going to be brands that rise to the top – creating that sense of hope, inclusion, keeping it real and doing something bigger, more meaningful and better than just themselves."
Bevan Bloemendaal, Timberland – Judge, Responsible Production & Consumption

"Our world is deaf. We need better messaging to get the word out, and to make the world listen. We need better products. Ones that don't bleed our planet dry to make a beauty product. And we need better solutions to the problems we face."
Christian Davies, Fitch – Judge, Urban Living

"Citizens are demanding more from companies, and the world needs their help as corporations can play a substantive role in helping solve the world's biggest challenges." 
Craig Galvin, Global Citizen – Judge, Financial Empowerment