POSITIVE CHANGE EFFIES

Run in collaboration with the World Economic Forum, the Positive Change Effies reward and celebrate the brands and non-profits that are promoting the greater good through marketing communications. The program has two tracks: Environmental and Social Good.

Positive Change: Environmental

The Positive Change: Environmental category celebrates efforts that have measurably shifted audience behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally-conscious messaging into their marketing.

Winners of this award showcase how effective marketing progammes that incorporate sustainable strategies can make a positive difference for brands and for the environment. Over and above the standard Effie requirements to demonstrate a positive impact on business, there are specific areas of interest that relate to this award. Efforts entered must have as one of their main strategic objectives changing audience behaviour towards more environmentally sustainable choices and environmentally conscious messaging must be a part of the marketing. Entrants should address how the sustainability goal relates back to the overall brand and business strategy. Criterion for this award is the result of behaviour change toward more environmentally sustainable choices, with these elements being considered in judging:

• Awareness – Making the audience aware of a sustainable product, service or action.
• Trial – Trying the sustainable product, service or action for the first time.
• Product/Service Substitution Switching to a more sustainable product, service or action.
• Change in Use Using a product/service more sustainably than before or taking a more sustainable action.

Enter your case into one of the following categories:

• Environmental – Brands. Recognising brands with marketing programmes that have measurably shifted audience (B2B or B2C) behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally conscious messaging into their marketing.
• Environmental – Non-Profit. Recognising non-profit organisations and associations with marketing programmes that have measurably shifted audience (B2B or B2C) behaviour toward more environmentally sustainable choices, grown demand for more sustainable products and services, and/or measurably drove positive impact for their cause by incorporating environmentally conscious messaging into their marketing.

Positive Change: Social Good

The Positive Change: Social Good category celebrates marketing efforts proven effective in addressing a social problem or in expanding an existing programme in ways that benefit our society. This is about creating positive societal and cultural change, challenging the established status-quo and smashing accepted norms and stereotypes that create societal inequalities. Examples include initiatives that tackle food poverty, access to healthcare & education, creating a more diverse and inclusive society, creating equal opportunities at work and in wider society for all members of our society.

Any effort that sets out to give back in some way for the greater good is eligible to enter. Maybe it was for profit, maybe not. Maybe you got paid, maybe you didn’t. Any and all marketing efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist.

Enter your case into one of the following categories:

• Social Good – Brands: Recognising brands that are making the world a better place by using the power of their marketing platforms for “good.” This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (health, education, community, family, etc) and successfully related that cause back to the company’s overall brand strategy, resulting in positive business and social impact.
• Social Good – Non-Profit: Recognising non-profit organisations and associations whose marketing efforts have effectively driven positive change for society and successfully contributed back to the organisation’s purpose. Campaigns must show measurable impact and proven results in support of the cause.