Effie Worldwide and the World Economic Forum (WEF) have announced the inaugural call for entries for The Positive Change Effie Award, which recognizes and celebrates the most effective marketing programs that have measurably shifted consumer behavior toward more sustainable choices, and/or grown demand for more sustainable products and services by incorporating sustainability as a part of their marketing communications.
The call for entries opened in September, and the deadline period runs from December 4, 2014 to January 12, 2015.
Entries must have one core strategic objective to change the behavior of consumers towards more sustainable choices, and sustainability must be a part of the marketing messaging. A clear set of key performance indicators (KPIs) must be provided, and all data and claims must cite verifiable sources. Entrants should address how the sustainability goal relates back to the overall brand strategy. Criterion for this award is the result of behavior change toward more sustainable choices, with these elements being considered in judging:
· Awareness – Making consumers 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/service
· Change in Use – Using a product/service more sustainably than before
Keith Weed, Unilever’s Chief Marketing and Communication Officer, has been appointed Global Chairman of the inaugural Positive Change Effie Award. Weed will oversee the selection of Positive Change Effie jurors in North America and Europe, and preside over judging in London and New York in February and March 2015.
Business leaders conceived the idea for this award during a discussion of the Engaging Tomorrow’s Consumer project at the WEF’s Annual Meeting in Davos in 2013. The attendees recognized the opportunity to help bridge the gap between the intentions and actions of consumers when it comes to sustainability by rewarding brands for making sustainability a greater priority in their marketing programs.
The Positive Change Effie Award is intended to help build the business case for brand managers to prioritize sustainability. It is also designed to help change the way consumers use products and services, as well as successfully moving them to try and switch to those that are more sustainable, Effie says.