Effie’s mission is to lead, inspire, and champion the practice and practitioners of marketing effectiveness globally. For three decades, the Effie Awards Europe have been the pinnacle of recognition for agencies and brands, inspiring and celebrating work that works, setting the bar for marketing effectiveness in the region.
The European Association of Communications Agencies (EACA) and Effie Awards Europe launched a new award category to celebrate the role that effective advertising can play in promoting democratic values.
Launched by European Parliament's First Vice President Sabine Verhayen at EACA’s Spring Conference in Lisbon, the Civic Engagement & Democracy Effie is designed to inspire the creative and communications industry to use their skills and platforms to positively impact civic engagement and participation, the institutions for justice, fairness and equal representation, media literacy and democratic values.
"At a time when Europe is navigating profound technological, societal and geopolitical change, initiatives like this take on particular importance. The Effie for Democracy is not only an award — it is a signal. A signal that Europe's creative industries stand alongside Parliament in contributing to informed public debate, using their influence to strengthen the democratic engagement that is the very foundation of this institution. By recognising this work, we are not only celebrating excellence — we are also setting a direction for the future of European democracy.”, VP Verhayen said.
The objective of this new category is to champion the role of advertising and marketing to promote civic engagement, inclusive institutions and democratic values. It aims to inspire the creative and communications industry to use their skills and platforms to positively impact civic engagement and participation, institutions for justice, fairness and equal representation, media literacy, and democratic values.
The category recognises efforts from brands or NGOs that actively promote and strengthen democratic values. It would honour communications and ideas that inspire people to care about human rights, free expression, fair representation, accountability and the essential freedoms that allow democracy to thrive. Rather than simply illustrating these principles, the work should motivate audiences to protect and advance them, whether it is at a local, national or regional level. Campaigns must demonstrate measurable results in inspiring civic engagement or strengthening democratic values.
The following provides examples of the type of campaigns that would fall into this category:
Celebrating creative work that inspires voter registration, turnout, and civic involvement through non-partisan initiatives and in a non-partisan way — empowering citizens to participate and shape their societies.
Celebrating young people shaping the democratic conversation. Youth-focused campaigns that promote democratic values and amplify the voices of young people in civic life, including collaborations between brands and youth that champion electoral participation, justice, inclusion, and freedom of expression.
Celebrating campaigns that stand up for fundamental rights — from free expression to equality, inclusion, representation. Honouring ideas that advance social equity, uphold human dignity and challenge discrimination.
Creative work that promotes fairness and equal access to justice. Entries that highlight the importance of laws that protect citizens challenge corruption or the abuse of power and encourage honesty and transparency, such as equal access to justice and independence of the judiciary system.
Honouring campaigns that confront false narratives, promote fact-based dialogue, and help audiences navigate today’s complex information landscape, empower citizens to discern truth from manipulation.
Work that demonstrates bravery in defending democratic values, even under threat. This work challenges injustice and the abuse of power, defends fundamental freedoms, and amplifies unheard voices.
Recognising creative work that builds bridges between communities and reinforces shared human and democratic values.
NOTE: Entries in this category receive a 50% discount on entry fees. This discount is automatically applied when you select that you are entering work for a non-profit.
