American Express, CDC Take Home Top GoodWorks Effie Awards

Ad Age-Sponsored Honor Recognizes Those That Do Good

By Published on .

Encouraging news came earlier this year when McCann released the results of a study out of its Truth Central initiative: four out of 10 consumers say they "love" advertising -- and 69% said they think advertising has the power to make the world a better place.

This was a far cry from the annual Gallop/USA Today poll that measures how people rate various professionals based on honesty and ethical standards. For years, advertising practitioners have ranked near the bottom of that list, only slightly higher than car salesman.

The results of this Gallop study have always bothered me, given all of the good people and work coming out of our industry. We felt it was important to raise the profile of that good work to encourage marketers to use their platforms for good, and in some way change public perception of what our industry is truly about.

As part of this effort, Advertising Age four years ago launched the Goodworks Effie in partnership with the Effie Awards. Two GoodWorks Effie categories were created to recognize both corporate and non-profit efforts. While this year's winning work varies widely in implementation, the common theme among the winners was clear -- an authentic connection between tying the brand values to the cause is the key to a successful "good works" initiative.

We are thrilled to see public perception of our industry beginning to change and very proud of this year's GoodWorks winners.

GoodWorks: Brands

Gold (and Grand Effie finalist): "Small Business Saturday"

Client: American Express

Agencies: Digitas, CP&B

Silver: "Healing a Profession from the Inside-Out"

Client: Johnson & Johnson

Agency: BBDO, New York

Bronze: "Finding Our Strength"

Client: Brawny (Georgia-Pacific)

Agency: DDB, New York

GoodWorks: Non-Profit

Gold: "Tips from Former Smokers"

Client: U.S. Centers for Disease Control & Prevention (CDC)

Agencies: Arnold Worldwide, Plowshare Group

Silver: "Keep Her In The Game"

Client: Women's Sports Foundation & Gatorade

Agency: TBWA/Chiat/Day, Los Angeles

Silver: "Give Something That Means Something"

Client: American Red Cross

Agency: BBDO, New York

Bronze: "BAM and Then It Hits You"

Client: Brooklyn Academy of Music

Agency: McGarryBowen

Allison Arden is VP-publisher of Advertising Age.

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