This year, the brief calls for the development of a one-time brand activation that will attract massive public attention to the growing Global Citizen platform and result in a surge of sign ups to the campaign, through email capture and Facebook.

Global Citizen, which recently launched its 'Unlock your power' campaign to expand its global community, will create the largest, most effective platform in the world for people to share, communicate and take action on issues affecting the world's poorest.

Supported by major NGOs in the development space and a diverse group of corporate partners, it provides new ways for people to understand and follow issues they care about-from gender equality or health to water and sanitation.

Through content, campaigns and events such as concerts and rallies, Global Citizen gives people a simple and easy way to use their voice to support global change. It builds on people's desire for connection and their passion to do good and shows them how their actions make a difference for people around the world.

"Being able to engage the global communications industry to lend their creativity to a campaign as worthwhile as Global Citizen is very special for us. It's an innovative and large-scale project with an incredible ambition: to turn millions of us into global citizens that are willing to take action to help people living in the world's poorest countries build a better life for themselves," comments Philip Thomas, CEO of Lions Festivals.

"We know there are millions of people out there who are willing to support global development issues, but they don't know how to, or where to start," said Hugh Evans, CEO of The Global Poverty Project. "Global Citizen provides a forum where people can unlock their social power to take action on these critical issues, but we need creative ways to build awareness of the platform. We're thrilled by the opportunity to partner with the Cannes Lions community to share this opportunity with the world."

The competition is free to enter and consists of filling out a one-page submission form. It closes on 27 May. A maximum of three winners will be chosen from the pool of entries, each receiving a contract for a maximum of $150,000 to make their winning activation a reality. All activations must then be executed between July and September 2015. The full brief and competition rules are available at www.canneschimera.com/challenges/2015/brief.