Saluting the GoodWorks Effie Winners

New Award Honors the People Who Shine While Doing Good

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Allison Arden
Allison Arden
I am proud of the work Ad Age has done with the Effie Awards this year. After many years of working together, we teamed up to create the Goodworks Effie to further the mission of this blog and to support those creatives and companies doing work to promote the greater good. The awards were divided into two categories: Brands and Nonprofits. The winners were announced last week at the Effie Gala in New York. While I was excited at the results of our first outing, there were a few highlights that made it quite special.

The most thrilling point from our perspective was that three of the Grand Effie finalists were GoodWorks Effie winners--including the Grand Effie winner--which underscores the importance of the category and the great work being done for good.

The Grand Effie went to the Detroit Public Schools "I'm In" campaign, created by Leo Burnett Detroit, which far surpassed its target for getting students enrolled in the Detroit Public School system. "I'm In" was also the GoodWorks Silver Effie winner in the Nonprofit category. It was championed by George Katsarelas, senior VP-executive creative director of Leo Burnett Detroit, who suddenly passed away after the program received the green light. George's family was on hand to accept the award, along with his Leo Burnett colleagues, which made the evening very meaningful for all involved.

The GoodWorks Gold Effie in the Nonprofit category was awarded to People's City Mission for "Great Coffee for the Greater Good," which introduced a coffee brand in Lincoln, Neb., to raise money for the local homeless shelter. The idea behind this program is simple yet brilliant, and was well-executed through packaging, promotion and distribution. This is a program that should be adopted across the country as a way to fund programs for the homeless, and was exactly the kind of initiative I had hoped this award would bring to light. The work was created by Bailey Lauerman.

The other worthy winner in the GoodWorks Nonprofit category was "Boost Up, the Graduation Problem�the Dropout Issue Reframed," created for the Ad Council by Publicis New York and

In the GoodWorks Brands category, the gold went to Ford Motor Co. for "Drive One 4 UR School" by Team Detroit, The Park, Exposure Marketing and Budco. It was a great effort that made it easy for dealers to execute on a local level and engage their communities. In this category, the silver went to Frito-Lay's SunChips for "Building a Pre-eminent Green Brand" by Juniper Park and OMD, with the bronze going to Starbucks "Sparks" by BBDO New York, Blast Radius, PHD Media and Edelman.

A special thank you to all the judges who participated on our inaugural judging panel: Roger Adams, CEO, Marketing Second Opinion, who served as chairman; Eric Asche, senior VP-marketing & communications, American Legacy Foundation; Anne Bologna, exec VP-general manager, Cramer-Krasselt; Cindy Gallop, founder and CEO, IfWeRanTheWorld; Gannon Jones, VP-marketing, Frito-Lay; John King, chief communications officer, Fallon; John Newall, exec VP-group account director, McKinney; Maria Schneider, senior VP-corporate social responsibility & sustainability, Edelman; Suzanne Sengelmann, VP-marketing, Clorox Co.; and Lisa Unsworth, CMO, Arnold.

Congratulations to all the winners!

Allison Arden is VP-publisher of Advertising Age.
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