Alternative Genius has announced a £5,000 prize fund and entry into the Cannes Lions Festival of Creativity in France for whoever cracks a creative brief designed to de-stigmatise mental illness.
The initiative is part of Do It Day, where The Drum challenges the marketing industry to make the world a better place over the course of a single day simultaneously in New York, London and Singapore.
In collaboration with the UN’s World Mental Health Day, the overarching theme for Do It Day is mental health.
It will see over 400 people - drawn from brands, media owners, tech companies and agencies - work on briefs set by various charities, brands and other partners.
Now in its third year, previous Do It Day projects have included planting a forest of 10,000 trees over 50 acres in a day, promoting empathy with refugees (which involved running ads in Time Square in New York and Piccadilly Circus in London) and bringing WiFi to an African village.
Gordon Young, editor-in-chief at The Drum, said: "We believe marketing has the power to change the world - and Do It Day is our chance to prove it.
"We are indebted to Alternative Genius for funding this amazing £5,000 prize. Remember this competition is open to all, professional and amateurs alike. Nobody has a monopoly on great ideas."
Alternative Genius was founded by advertising legends including Stephen Henry and Paul Simonet. Interested people can log on to the Alternative Genius website to view the brief.
As part of the plans The Drum will be also running the Marketing Can Change the World Awards, which will aim to demonstrate that doing good is good for business.
Do It Day will take part in two stages. As part of World Mental Health Day on 10 October a hack will take place to work on the briefs. Then on 16 November - Do It Day itself - the ideas will be implemented. To find out more, visit the Do It Day website.