Sportswear brands have developed sophisticated strategies around creative content, targeting audiences via music, sport, fashion and cultural activities. One of the more novel examples is PUMA’;s activity around documentary, which this week took an interesting turn of events for producers.

In essence, PUMA.Creative and Channel 4 BRITDOC Foundation have decided to launch the PUMA.Creative Impact Award, a new annual award to honour the documentary film creating the most significant impact in the world. The award, which is worth €50,000, acknowledges the film-makers and will help the film’;s campaign work.

The PUMA.Creative Impact Award will be selected by a jury which includes Her Majesty Queen Noor of Jordan; Morgan Spurlock, (director of Super Size Me); Orlando Bagwell, Director of the Ford Foundation Social Justice Media Initiative; and Emmanuel Jal, musician and activist. “Finally, an award which acknowledges the unique role documentary film plays in society,” commented Spurlock. “I am proud to be invited to join the first jury and I encourage documentary filmmakers everywhere to take a look at this. It is really going to make a difference.”

“With a financial reward that encourages best practice in the film-making community, the aim of the Award is to draw attention to the finest creative, social justice, peace and environmental film-making in the world,” explained Jess Search, CEO, Channel 4 BRITDOC Foundation.”

Recent high profile releases such The Cove, Food Inc, Burma VJ, No Impact Man and The Age of Stupid will all be eligible to compete for the prize money as well as less well-known films that have had a large local effect. “As individuals and as organisations, we are faced with some serious challenges today such as ongoing conflict, climate change, loss of biodiversity. None of these issues will solve themselves without intervention,” says Jochen Zeitz, Chairman and CEO of PUMA. “We, at PUMA, have chosen to intervene through film because it is the most powerful medium to reach audiences and influence opinion and will contribute to a better world for generations to come.”

Anyone can put a film forward from any country—filmmakers, distributors, film festivals, partner organisations including NGOs and Foundations, film critics and journalists. Each filmmaking team must submit data demonstrating evidence of the film’;s social impact and if shortlisted extra data and verifications will be requested. Films can be put forward any time up to three years after release (where the release is defined as first film festival screening, TV broadcast, cinema release or internet release).

Submissions close on April 1, 2011. Filmmakers interested in applying should go to www.britdoc.org/impactaward.