Hey! We are

D&AD

Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. The D&AD Awards, the notorious Pencils, are recognised globally as the ultimate creative accolade, entered and attended by the best from around the world.

But it's much more than just awards. Our members join a vibrant global community, whilst a world-class training programme inspires creatives and their clients.

With such a wealth of information from the best in the industry at our fingertips, we set up the model 'win one, teach one' as we believe in every Pencil won, there is a lesson to be learnt. As a non-profit advertising and design association, all D&AD's surpluses go straight into programmes such as New Blood, which has been inspiring the next generation of creative talent and stimulating the creative industry to work towards a fairer, more sustainable future for the past 40 years.

We have traditionally worked with those in Higher Education, but we believe that there are swathes of young people with the ideal skill sets needed to enter the commercial creative industry who aren't even aware this industry exists.

We've partnered with Daydream Believers to help young people discover the value of creativity and that there's a whole world of careers available they might not even know about.

Our Lessons

⚠️ Part of Creative Thinking Qualification challenges.

This is the supportive learning resource for the D&AD New Gen Awards. Designed to take each participant (age 11-18) on a journey through a creative process, from breaking down the brief to research, ideation, and the final submission for awards. Filled with top tips from D&AD, relevant case studies and various warm-up exercises. Created in collaboration with adidas and WPP Group.
4 lesson unit

A New Way to Play

In this series of lessons, pupils will learn how to push their ideas and come up with brave solutions to modern-day problems. Through examples of award-winning creative campaigns and helpful tutorials from our partners, the students will gain an understanding of what it takes to be creatively brave and how to develop their thinking to come up with original ideas that can change our human behaviour for the better.

5 lesson unit

Creative Bravery

Invest in the dreamers of tomorrow

Our mission is to equip young people globally with skills that will make them resilient, adaptive problem solvers and creative thinkers prepared to face any future challenges in their lives and thrive.

If you believe in the importance of fostering creativity and encouraging the exploration of bold ideas, we invite you to join our cause by becoming a Believer. Either by contributing to our learning resources or supporting our work with a donation, your knowledge and generosity can enable us to continue crafting transformative learning resources and inspire young people to dream bigger.

Get Involved