"continues its efforts" is a perfectly acceptable and usable phrase in written English.
You can use it anytime you are describing an organization, group, or individual that is working hard to keep doing something. For example, "The conservation group continues its efforts to protect endangered species in the region."
And on Sunday, Kmart will begin broadcasting four television commercials -- featuring college-age men and women frolicking and dancing in Joe Boxer clothing -- as it continues its efforts to revive the struggling Joe Boxer brand it now exclusively distributes.
As if all of that were not enough, it continues its efforts to introduce ID cards despite the lack of public support.
On top of this sales momentum, we believe the company may also deliver improvements to gross margins as it continues its efforts to improve overall operating efficiency".
As the government continues its efforts to suppress what it considers a "terrorist threat", Bahraini Shias say they are living in fear.
Volkswagen continues its efforts to reach agreement with the suppliers.
Calgon continues its efforts to take harried women "away" with a new Ageless collection that includes Bath Pearls and Milk Bath with Serum Beads.
It is vital that India remains vigilant and continues its effort to prevent polio from returning.
World Wrestling Entertainment continues its effort to meld violent sport with gooey, throwback family comedy in the claptrap road movie "Knucklehead".
YAHOO SHAKES UP BOARD | Yahoo continues its effort to remake itself, adding Max Levchin, a co-founder of PayPal, to its board.
The team continues its effort, however, to build a new stadium and move to Santa Clara, despite threats of a lawsuit from San Francisco officials.
As we slouch toward the first anniversary of Sept. 11, popular culture continues its effort to interpret the events of the day, sometimes thoughtfully and sometimes not.
