Environmental marketing solutions will be recognised in this year’s Direct Marketing Association (DMA) awards, the organisation has announced.
Companies who have shown creativity, strategy and results that have led to the reduction of environmental impact will be eligible for the Green Initiative award, with submissions opened from the beginning of this week.
Member of the DMA Awards Committee Adrian Robertson said the award was in line with the DMA’s new environmental strategy.
“The challenge to the direct marketing industry is to create work which excels creatively and strategically and delivers strong results yet considers its impact on the environment at every stage of the campaign,” he said.
“The Green Initiative Award has been created to both encourage and reward such work.”
Iain Patton who founded the DMA-backed Green Award said the move showed a changing attitude within the sector.
“The direct marketing industry is starting to become more aware of sustainability as a mainstream issue and act on the environmental agenda,” he said.
The award will be judged by both DM industry players and environmental experts, stressing the balance between the marketing industry’s key criteria and green requirements.