YouTube and the Cannes Lions International Festival of Creativity today announced the launch of “Good Work”, an association aimed at bringing the power of transformation of creative minds to the issues that need them most. Both have collaborated with the creative agency Ralph to create a YouTube channel designed around the “blank page” concept, and reports from nonprofit organizations around the world seeking creative support to increase public participation with the critical issues they deal with.

Using their global reach, YouTube and Cannes Lions have called to arms all the creatives of the world, of any industry, to present a video of a minute or less, adding the address of one or more organizations.

A panel of expert judges, chaired by Craig Davids, Creative Chief of Publicis Mojo and founder of the Brandkarma platform, will list the most powerful ideas and the winners will be invited to the Cannes Lions International Creativity Festival in June of this year.

How will “Good Work” work?

  • Creatives can from this day, access youtube.com/Goodwork where they can see the summaries from around the world.
  • They will have six weeks to create and upload their video ads with a maximum of 60 seconds in length. The deadline is 23.59 GMT on May 9, 2011.
  • At the beginning of June all the pre-selected proposals will be reviewed
  • The winners will be invited to the International Festival of Creativity at Cannes Lions

The winners with Craig Davids will participate in the Good Work Seminar of the 58th Cannes Lions to discuss how creative minds can positively influence the most pressing social, economic and environmental challenges

Good Work will continue working after the festival as a platform to connect non-profit creatives on a permanent basis. In Davis’ words, “as a global creative community, some of our most powerful jobs address issues that challenge humanity. Maybe they catch our attention, we change attitudes or motivate behavior changes and to help in this change of world mentality, we need creative minds. ”

Anna Bateson, YouTube’s Marketing Director said that “there are many non-profit organizations that lack resources to raise their campaigns and reach new audiences, and there are many creatives willing to dedicate some of their time to worthy causes without knowing where start. Good Work can help bridge that gap. ”

Philip Thomas, CEO of Cannes Lions, said that “we are delighted to join forces with the YouTube team to launch Good Work, a global competition and a great opportunity for creatives from around the globe to present some brilliant ideas that will benefit exclusively to non-profit organizations “.