Ad Age is again partnering with Effie Worldwide to launch the fourth annual GoodWorks Effie Awards. The awards are a reflection that great branding and good deeds are increasingly interwoven -- and aim to honor the best examples.
Once again, there are two categories: one for brands and one for nonprofits. The brand category honors campaigns by for-profit companies that combined business goals with a cause and successfully related that cause back to the company's overall brand strategy. The nonprofit category is for nonprofit groups or associations that launched a campaign for a public service or greater good and that had significant impact on the issue.
The gold winner in the brand category last year went to AT&T for its "Convincing Youth Not to Text" campaign by BBDO, New York, and PR firm Fleishman-Hillard. The campaign addresses a serious problem -- texting while driving -- and successfully targeted a young group to discourage them from texting while driving before they could adopt the habit.
The gold winner in the nonprofit category was the Troy Public Library for its "Book Burning Party" campaign, created by Leo Burnett/Arc Worldwide, Detroit. The Troy, Mich., public library was facing closure unless taxes were raised to generate funds to keep it open. An active anti-tax group that had already gotten two previous proposed tax hikes shut down was gaining support, so rather than present a pro-tax argument, Leo Burnett created a group that urged the library's closure so they could have a book-burning party. Outrage drowned out the anti-tax group and created huge support for the library, which won in the end.
The final deadline to enter the GoodWorks Effies is October 31; all entries must be for marketing efforts that ran in the U.S. or Canada between Sept. 1, 2011 and August 31, 2012. Visit the GoodWorks Effies info page for more information.