Over the past decade, Effie Awards says that it has honoured bold campaigns around the world that have gone beyond traditional marketing to create real social and environmental impact.

To mark this 10th anniversary, Effie Worldwide has released a special retrospective on the Positive Change category winners, offering insights from some of the most effective global campaigns. This collection draws from Gold and Grand Effie-winning cases across more than 125 markets, showcasing best practices that blend brand success with social responsibility, say the awards. 

Insights from the campaigns reveal ten core strategies that are essential to achieving lasting positive impact. According to Effie Awards, these include:

  • the importance of authenticity
  • the power of partnerships
  • the need to engage marginalised communities, and
  • leverage technology to drive wider audience engagement.

Effie Worldwide says that among the standout campaigns celebrated in this retrospective is Lifebuoy's 'Help A Child Reach 5' initiative, which tackled child health in India by shifting hand-washing habits at the community level, leading to a 75% drop in diarrhoea rates in targeted villages.

Tesco's 'Together this Ramadan' campaign leveraged cultural representation to resonate with Muslim customers, sparking a 275% rise in social media engagement. Michelob ULTRA's 'Contract for Change' highlighted the potential for long-term transformation, partnering with farmers to triple organic barley acreage by 2023, say the awards. 

"For brands looking to align positive impact with performance, this retrospective offers a treasure trove of inspiration and proven tactics to drive meaningful change," says Traci Alford, Global CEO of Effie Worldwide.  

Alford concludes, "We're inspired by the brands that are willing to step up and make a difference, and we're committed to offering insights that help marketers around the globe make an impact."

Individuals can view the full report here.

For more information, visit www.effieawards.co.za. You can also follow the Effie Awards on Facebook, X, or on Instagram.

*Image courtesy of contributor