CitiBike, Campaigns to Help Children Earn GoodWorks Effie Awards
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When Ad Age and Effie Worldwide launched the GoodWorks Effie six years ago, our goal was to showcase great work being done by both corporate and not-for-profit organizations to create positive change in the world. We hoped to support worthy causes deserving of attention, and encourage major brands to use the power of their platforms for good.
Since the launch we have showcased many great campaigns underscoring the most important feature of corporate-responsibility campaigns: authenticity. Past and current brand winners serve as wonderful reminders of just how impactful purpose-based campaigns can be when they align so well with a brand. Those include AT&T’s Last Text, American Express’ Small Business Saturday and this year’s CitiBike.
However, it is two of this year’s not-for-profit winners, Missing Children of Canada and Thorn, that provide another important reminder and lesson for marketers and campaigns of all kinds. These two winners showcase just how effective the digital platform can be by pairing digital savvy with the right messaging and a bit of creativity, regardless of the budget size.
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