POSITIVE CHANGE EFFIES

All campaigns that ran in a single country in Europe between 1 January 2019 and 31 March 2020 are eligible to enter.

The Positive Change Effies reward and celebrate the brands and non-profits that are promoting the greater good through marketing. The program has two tracks: Environmental and Social Good.

Positive Change: Environmental

The Positive Change: Environmental category celebrates efforts that have measurably shifted audience behavior 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 that incorporates sustainable strategies can make a positive difference for brands and for the environment.

Over and above the standard Effie Europe 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 behavior 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 behavior 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 or service for the first time
  • Product / Service Substitution – Switching to a more sustainable product or service
  • Change in Use – Using a product/service more sustainably than before

Enter your case into one of the following categories:

Positive Change: Environmental – Brands

Recognising brands with marketing programs that have measurably shifted audience (B2B or B2C) behavior toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally-conscious messaging into their marketing.

Positive Change: Environmental – Non-Profit

Recognising non-profit organisations and associations with marketing programs that have measurably shifted audience (B2B or B2C) behavior 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.

*A special entry form is required for the Positive Change: Environmental categories.

Positive Change: Social

The Positive Change: Social category celebrates marketing efforts proven effective in addressing a social problem or in expanding an existing program in ways that benefit 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 communications efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist.

Positive Change: Social – Brands:

Recognising brands that are making the world a better place by using the power of their communications 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.

Positive Change: Social – Non-Profit:

Recognising non-profit organisations and associations whose marketing efforts have effectively driven positive

change for society and successfully contributed back to the organization's purpose. Campaigns must show measurable impact and proven results in support of the cause.