Often a life-rewarding experience, taking part in or initiating a sustainable development project didn’t have a reward yet. There is the magnificent and prestigious Nobel Prize yet there was a need for an award that had a mass appeal. The United Nations has teamed up with Cannes Lions to launch an award category aimed at supporting and raising awareness of the global sustainable development initiatives which help end poverty, protect the planet and so on.

This pat on the back from UN and Cannes Lions will be highly appreciated by people who look at the bigger picture always. The creative thinkers who are beyond obnoxious and incorporate advocacy for sustainable development in their advertising and marketing ideas.

There are still many who aren’t aware of ‘Sustainability Advertising’ - Sustainability advertising is communications geared towards promoting social, economic and environmental benefits of products, services or actions through paid advertising in media in order to encourage responsible behavior of consumers. The target group for sustainability advertising is ‘responsible consumers’. They are aware of sustainable development issues or in the niche of activists follow sustainability principles.

There are various advantages of adopting sustainable development messages in advertising or marketing, one of the main is Mass Appeal. In today’s day and age, where our planet is dying everyday due to some or the other notorious activity, it becomes necessary for these messages to reach a mass audience. This award will recognise advertising and marketing ideas that successfully advocate the UN Sustainable Development Goals, 17 global goals adopted by 193-member states in 2015, each of which has specific targets designed to end poverty, protect the planet and ensure prosperity for all.

Quoting Terry Savage, Cannes Lions Chairman “Brands and other organisations are now increasingly leading action that promotes good in the world and initiatives that positively impact and enhance the lives of the global community. This award will celebrate and recognise those doing exactly that."

Another great part of this initiative is that all the entry fee to participate in this new category will be donated to projects and charities that advance sustainable development goals.

The new Lion will champion creative work that helps member states on the journey to achieving those goals. It will be developed in time for entries going live in January 2018, while a dedicated cross-discipline jury from across relevant sectors will be brought in to judge the awards.

 Ascential Chief Executive Duncan Painter, who is equally an important part of this initiative added “Ban Ki-moon stood on stage at Cannes Lions and asked the world’s greatest creative to come together to create the biggest campaign ever for humanity. This partnership is the next important step in this crucial journey for humanity and planet”.

Citizens contributing to saving the planet and helping it grow peacefully should be rewarded every day, it’s an innate responsibility that unfortunately is lost among all the souls, this award is a step forward in a beautiful direction.