Effie Worldwide

Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.




White Hats Wanted

Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks.  But to do so, they need to attract the few recruits with elite hacking skills. “White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot.  

  • Brand: U.S. Army
  • Client: U.S. Army
  • Agency: McCann New York

Be The Guy

Young men yearn for greatness, but struggle with self-doubt. But for Be The Match, these guys are biologically ideal bone marrow donors. To demonstrate their unique role in curing blood cancers and other life-threatening diseases, we flipped the script—shifting the focus from patients to donors. Because simply being who they are qualifies them to do something truly great. The campaign increased this critical demographic on the registry by more than 50% and registered thousands of additional new donors, ultimately positioning the organization to save more lives.

  • Brand: Be The Match
  • Client: Be The Match
  • Agency: space150

Dove Hair #LoveYourCurls Emojis

Dove Hair is committed to redefining traditional standards of beauty and ensuring women and girls with curly hair continue to feel represented and see accurate reflections of themselves in the world around them, including social media. Dove Hair introduced Love Your Curls: Emojis to fill a void and ensure women and girls can express themselves through this common social language. By creating a keyboard filled with emojis with multiple curl types, textures and colors, Dove Hair started a viral conversation via a timely and relevant social medium.

  • Brand: Dove Hair
  • Client: Unilever
  • Agency: Edelman
2018_na_2018_e-2702-942_hero_1 Illinois Council Against Handgun Violence Teddy Gun
2018_na_2018_e-2510-007_hero_1 McDonald's Szechuan Sauce Returns
2018_na_2018_e-2676-734_hero_1 Equality NC Stop HB2


To browse winners in this category from previous years