Today PUMA.Creative and Channel 4 BRITDOC Foundation announced the launch of the PUMA.Creative Impact Award, a major new annual award to honour the documentary film creating the most significant impact in the world, this 50,000 Euro award acknowledges the film's makers and will help the continuation of 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, Academy Award nominated Director of Super Size Me; Orlando Bagwell, Director of the Ford Foundation Social Justice Media Initiative; and Emmanuel Jal, musician and activist.

"With a financial reward that encourages best practice in the filmmaking community, the aim of the PUMA.Creative Impact Award is to draw attention to the finest creative, social justice, peace and environmental filmmaking in the world," said Jess Search, CEO, Channel 4 BRITDOC Foundation."

"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 mass audiences and influence opinion formers and will contribute to leaving a better world for generations to come."