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Effies Go Green

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BOSTON The current mania for green marketing has reached the Effie Awards, with the annual competition introducing a prize honoring effective eco-marketing campaigns.

Sponsored by Discovery Communications' Planet Green network, the Green Effies' call for entries period runs from Jan. 3 to Feb. 15.

According to a statement from the Effie organization, the new prize "will reward marketing communications efforts for eco issues, including sustainability, healthy lifestyle, energy conservation, green products or services, green business alignment, etc. Any case in which the core communications idea is centered on an eco issue is eligible to enter." Gold, silver and bronze prizes will be awarded in the category.

Said Effie executive director Mary Lee Keane: "Effie stands for effectiveness and our guidelines for the Green Effie will be just as rigorous as our other categories. Eco marketers will have to back up claims that they are making a difference."

The awards will be presented at the 40th annual Effie Gala on June 4 at Cipriani 42nd Street in New York. Apple's iconic "Get a Mac" campaign won the Grand Effie at the show in '07.