The latter was most prevalent among the work submitted for entry by retailers. Marks & Spencer, whose marketing director Steven Sharp won last year's prestigious Marketer of the Year prize, has been shortlisted for its 'Behind the label' campaign. The store is using the positioning to highlight its ethical and environmental standards as well as encouraging customers to consider their importance across the retail sector.

Tesco showcased its Green ClubCard campaign to illustrate how rewarding positive environmental decisions can encourage consumers to change their behaviour for the better.

These retailers are not the only entrants to show that marketing can drive positive change. Through its Jamie's School Dinners work, Channel 4 showed how a campaign can move an issue on from a specialist area to a national, populist and mainstream debate. The broadcaster demonstrated how its integrated campaign led to a change in government funding and the introduction of nutritional standards for school dinners in state schools.

The issues of improving diet and cutting obesity extend to other entries, too. Sainsbury's, which uses Oliver in its advertising, has submitted its Active Kids campaign for an award. As well as increasing sales at its stores, the supermarket claims that Active Kids has made a genuine impact on the way physical education is taught in schools.

Breakfast-cereal manufacturer Weetabix also used the health message to revitalise its brand and promote the launch of Oatibix, creating a cold-oat category within the sector.

Danone, meanwhile, cited its direct approach and implicit understanding of consumers' intestinal conditions for its ability to move its Activia brand into the mainstream despite stiff competition.

In the baby market, the launch of premium range Plum Baby focused on good-food values. And to demonstrate that indulgent brands can tap into a health message, Richmond Foods show-cased its Skinny Cow low-fat ice cream.

Food manufacturers were not the only ones concerned with health and wellbeing. The British Heart Foundation's 'Under Your Skin' campaign, which was aimed at smokers, tackled the difficulty of engaging a group of consumers who may have become immune to hard-hitting tactics.

With 58 shortlisted campaigns competing for 14 awards, these entries provide only a glimpse of the competition. All marketing disciplines are represented, with categories ranging from the coveted Grand Prix to New Brand, Marketing Achievement, Internal Marketing and Brand Revitalisation.

Those attending the awards will not only have the chance to learn about the best in marketing practice but also to meet and network with those who have made it happen.

Marketing Society Awards 2007: Shortlist

Company Campaign

AA Insurance The AA team - here to get you a better deal

BBC TV Licensing TV Licensing student campaign

BBC Worldwide Launch of bbcgoodfood.com

British Heart Foundation Under your skin

Britvic Project Crystal

BT Finding BT's new place in the fabric of life

BT Systems integrators

BT Total Broadband launch

BT Corp. Responsibility Unit Finding a new voice for the BT speaking clock

BT Global Services Re:sourcesretail e-zine

Bulmers The Magners effect

BUPA Care Homes Personal best

Cadbury Schweppes Building commercial capabilities

Channel 4 Jamie's School Dinners

Channel 4 The journey from TV channel to multimedia brand

Charterbrands Delivering exceptional value

Dairy Crest Dairy Crest marketing excellence programme

Danone Activia

Dorset Cereals A tastier new look

Encams (Keep Britain Tidy) Cigarette litter campaign

Hiscox Extending the Hiscox brand

InterContinental Hotels InterContinental experience: you bring it to life

Internet Watch Foundation 10 year anniversary campaign

JAS Hennessy & Co Hennessy artistry

KFC Irresistible taste

Marks & Spencer Marketing achievement

Marks & Spencer Look behind the label

Masterfoods Catso go mad for Whiskas Oh So...

Microsoft Modern myths

MCBD Met Police/Operation Trident

Nokia Customer marketing system

O2 Being a chameleon without changing your spots

P&O Cruises Years of good seamanship

Papa John's Online to market leadership

Plum Baby Plum Baby

Richmond Foods Skinny Cow

Sainsbury's Active Kids

Sainsbury's Sainsbury's internal communication

Schroders Out-marketing the competition

Scottish & Newcastle Putting a twist into bottled beer

Scottish & Newcastle S&N multi-brand football 'Free Bet' promotion

Scottish & Newcastle The S&N marketing excellence programme

Scottish Widows P2

Sky Sky Tracker

Sony Bravia

Superdrug Summer campaign

Tesco Rewarding the green consumer - Green Clubcard

Tetley Extra Strong

T-Mobile Flext

Unilever Hellmann's makes it

Vertu Customer insight

Vertu International brand development

Visit London Totally London goes global

Vodafone Category J: Creating a consumer-centric culture

Waitrose Waitrose foundation

Weetabix Turning greatest weakness into greatest strength

Weetabix Launch of Oatibix

Which? Washing machine

(Source: Media Asia)