D&AD awards three Black Pencils for the 2021 New Blood Awards
D&AD unveiled the winners of this year’s New Blood Awards, with winning projects addressing a range of social issues, from healthcare to race.
The annual awards aim to champion emerging and young talent with a series of industry-defined memoirs in the disciplines of design and advertising. This year’s festival, which included a series of lectures and workshops, again took place in digital form.
Three black pencils – the first prize of the prize – were awarded. The first went to The Black List, a response to a Penguin briefing from students at the School of Communication Arts 2.0, an advertising school in London.
Conceived by Gareth CE, Jack Walsh and Osagie Samuel, the campaign aimed to persuade the government to change the program to focus on under-represented voices in writing.
This was motivated by the statistic that 40% of GCSE students could not find any books that interested them. By “repositioning the writing in an authentic way”, the team hoped to engage young readers through an expression close to oral creation and rap.
Another response to the Penguin brief took the second Black Pencil. Selina Smyllie, from Leeds Arts University, created Lit on Beat which aimed to help black teens who feel disconnected from the written word. He particularly focused on dyslexic students.
The You Tour, a response to a brief from 21GRAMS, won the last Black Pencil. Pernille Lund and Jonathan Fjord from the Danish School of Media and Journalism sought to educate young people of color on the problem of melanoma.
The campaign was linked to the rise of travel within the black community. “We reframe the body like a landscape of must-see places to make them explore their bodies and become aware of the signs of melanoma,” the students say about the project.
It turns “a curiosity for travel into a catalyst that gets people to recognize the signs of melanoma and get diagnosed earlier,” they add.
Socially driven projects were popular among the winning projects this year. Other winners include a digital menopause and typography advertising project designed to address the issue of knife crime.
A total of 187 pencils were awarded this year. You can see all the winners on the D&AD site.