As advertisers, we’re all trying to make better choices. That’s why the Effies Committee has expanded the ‘Positive Change’ category to celebrate work that is making a contribution to society, people or the planet.

The updated category will now incorporate campaigns that target issues such as environmental sustainability, inequality, poverty, health, education or disabilities.

BMF Executive Planning Director Christina Aventi, who is part of the Effies advisory committee, said the updated category is a step in the right direction for the advertising industry.

“Our legacy as an industry, our reputation, is to use the art and science of persuasion in a way that’s positive and ethical. That’s what also helps build trust and appeal in our industry,” she said.

“This award, arguably more than any other, is the kind that makes us feel proud of this crazy, wild and unpredictable industry we are part of. After all, when we move on from this industry, with a bag full of awards, this is the one you want to tell your kids about. It’s probably the best answer to the question, ‘What is it that you do?’.”

Speaking to the Comms Council, Christina added that the category also taps into some of the most interesting theories of behavioural sciences.

“There’s usually lots to learn from case studies of this nature. It can help shine a light on otherwise invisible issues and makes for some of our most compelling and even creative work.”

“And, this needn’t be in the pure play not for profit world, it can be for our commercial partners who use their influence and invest their own resources into corporate social impact activities. It’s important we give some oxygen to that too,” she said.

The Australian Effie Awards honour Australia’s most significant achievements in marketing communications and is recognised by advertisers and agencies globally as the pre-eminent award in the industry.

Positive Change entries will need to demonstrate that efforts have measurably shifted audience behaviour towards better choices and/or grown demand by integrating relevant socially-aware messaging into their marketing communications.

Entries should reflect the positive change into their objectives and outcomes; and could be either for commercial enterprises, brands or not-for-profit organisations.

Entries for the Australian Effie Awards close on Thursday 18 April. For more information about the Effie program and to enter visit

Effies Call for Entries 2019