Marketing for Good awards

Judges will be looking for strong evidence of campaigns that can demonstrate sound strategic design and management at every stage of the marketing process, and in particular, the most outstanding return on investment employed. They will be seeking a campaign of undoubted global excellence in achieving the campaign’s objectives whether large or small.

Judges will be looking closely at;

A clear identification of each of the barriers to behavior change;

Evidence of strong sound scoping and orientation procedures;

Identification and approach to competitors and their strategies;

Effective choice of marketing mix;

Creative execution;

Overall rigorous methodology employed to behavioral change. Additional credit will be awarded to campaigns which can demonstrate a new and/or innovative approach, combined with long lasting associated social benefits to the target audience.

Since this award will be the first ever in the series; judges will be searching for the most outstanding social marketing campaign to have taken place in Britain over the last two years . This highly prestigious accolade is open to clients and their agencies across all sectors. It will seek to recognize and reward campaigns that can clearly demonstrate;

It will seek to recognize and reward campaigns that can clearly demonstrate

An overall effectiveness of behavioral change from the target audience

Their approach to competitors

Problem identification

Segmentation and customer orientation

Outstanding attention to detail, from planning through to end delivery

Judges are looking for a campaign that has truly succeeded in leaving a lasting impression on the target audience, and created a positive affect from the adoption of social change.

Entrants should demonstrate bottom-line effectiveness of cross working partnerships with stakeholders. They should show how each partner’s insights; skill set, assets and experience have been effectively collaborated to develop the successful behavior change of its shared target audience. Particular emphasis will be placed on partnership interventions that can demonstrate a long standing step change, and greatest ripple effect impact on the target group.
We will be looking to multi-partnerships who can demonstrate real commitment from the ‘whole’ organization to addressing the issue, audience focus and measures of effectiveness.

Here judges will be looking for clear evidence of intervention effectiveness, behavior change, acceptance levels and strategies. This award will cover a range of campaigns, from relatively unknown mental and physical health issues, to those with high target audience resistance, such as issues concerning tobacco and alcohol. Preference will be given to interventions with clear authentic social engagement with target groups.

This category is open to Local authorities and government departments and their agencies.

Judges will be looking for campaigns that;

Takes into account community empowerment

Can demonstrate excellence in achieving engagement with their target audience, at local or national level

We will seek evidence of the campaign’s effectiveness in meeting widespread and personal social objectives, ingenuity in methodology and messaging, including creative communications.
Overall judges will seek evidence of a cultural shift, firmly grounded in local culture and intelligence, a strong stand out community centred intervention that achieved its goals cost effectively.

This category is open to companies, charities, social enterprises and their agencies who can demonstrate clear mutual win win gain from doing good business together. Essentially judges will be looking for cause related case studies with a strong focus on strategic alliances. Each partner will be able to clearly demonstrate how each party’s strengths contributed to the overall success of the partnership, to deliver campaigns, initiatives or large scale programmes. Judges will be seeking shining examples of best practice, where partners have identified and addressed both social issues and commercial needs, whilst maintaining a strong customer centric focus from identification to effective delivery.

This award will be presented to the client or their agency able to demonstrate the most effective communications campaign. This will be judged on the message placement and adoption levels. A stand out campaign will possess a strong focus on creative execution, which pushed the boundaries of communications to achieve their objectives. This award will include any communication platform such as; internet, print, media, word of mouth etc.

Judges will be seeking case studies with strong evidence where a budget, no matter how large or small, has delivered exceptional return on investment value, through reaching the objectives set out.

Judges will be seeking nominations of outstanding talent in the field of social marketing by any single practitioner recognised by their peers. Nominations can come from any clients and/or their agents, however social marketeers cannot self nominate. We will be looking for marketeers with a sound understanding of the whole social marketing process. Judges will be looking for marketeers whose work shows both an understanding of theory, but can also demonstrate its effectiveness in “real world” delivery, through one or more successful campaigns. The campaigns will show how their intervention influenced its target audience.