The D&AD White Pencil is an initiative to galvanise the power of creativity to inspire positive change. The brief: to raise awareness of Global Truce Day on 21st September as annual Peace Day.

Our idea was to raise awareness by denoting every baby born on Global Truce Day as a Peace Baby. A beautifully crafted website enables newborns to be registered and the intention is that, over time, this community of very special babies will grow. Celebrities on Twitter born on the 21st September also helped to spread the word.

We were selected as one of only eight In Book winners. But more importantly, in just a few days we reached over 250,000 people.