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THE GOOD REPORT an annual list of the world’s most successful advertising for Good Causes.

ACT Responsible, with the cooperation of The Gunn Report,
is proud to announce the launch of The Good Report.


Every year, creative people around the world lend their talents to the task of addressing social and environmental issues: some help NGOs devise communications strategies; others use their skills to develop creative solutions for building a better world.

  "With The Good Report, ACT Responsible continues its mission of promoting, inspiring and federating the communications industry for the greater Good" says Hervé de Clerck, ACT Responsible Dream Leader.

  "ACT Responsible Expo (occupying 1000 sq. mtrs in the Palais des Festivals) is one of the biggest treats in store at Cannes Lions each year. It honours the hugely valuable job our industry does – every day of the year in countries all round the world – in multiplying the impact and effectiveness of communications for Good Causes. The Good Report (the name has a ring to it) adds a commendable new dimension to their mission" says Donald Gunn.

The corpus of campaigns in The Good Report are part the ACT Responsible collection, our annual round-up of the world’s best cause-related advertising selected by ACT Responsible editorial team on criteria of creativity, innovation, execution-understanding. This corpus is then put to vote to the general public during the Cannes Exhibition in June. We then take into account each campaign’s number of points in The Gunn Report to compile a list of the best of the best.

Why the Good Report ?
Advertising is too often confined to its commercial side, and we tend to forget the other part of its role: information, awareness and education. For 14 years, we've collect the best ads promoting sustainability, equitable development and social responsibility in a bid to highlight how creativity is used to raise awareness on the world’s major issues. Still no specific recognition is offered to agencies, giving time and talent to support the communication of public interest causes. Yet the commitment of communication professionals for these causes is fundamental; without communication campaigns these causes couldn’t make themselves known to the greatest number. In a time of crisis, it is understandable that some agencies are pulling out under the guise of budget cuts. The association has decided to create The Good Report to celebrate agencies that continues to support these major causes, in order to motivate and inspire creativity and production.

The Good Report honors the Top 30 Campaigns for Good, the Top 20 Agencies, the Top 10 Networks and the Top 5 advertisers. There are no complicated categories: all we are looking for is great work for Good.

Top 30 Campaigns for Good in 2013

1.  

#FirstWorldProblems
for WATERisLIFE
by DDB NY
United States

16.

Give your name to Freedom
for Amnesty International
by McCann Portugal
Portugal

2.  

Potable Water Generator
for The University of Engineering and Technology
by FCB Mayo
Peru

17.

Polar Bears
for Greenpeace
by Memac (O&M)
United Arab Emirates

3.  

CNN Ecosphere
for CNN
by Heimat
Germany

18.

Children as Grownups
for Safernet
by Propeg
Brazil

4.  

Rivers Of Light
for Colombian for Ministry of Defense
by Lowe SSP3
Colombia

19.

A Woman's Nightmare
for SAMU Social
by Publicis Conseil
France

5.  

Smoking Kid for Thai Health Promotion Foundation
by Ogilvy & Mather Bangkok
Thailand

20.

Justice For Muttur
for Action Contre La Faim
by TBWA\PARIS
France

6.  

Fix You
for AECC (Asociación Española Contra el Cáncer)
by McCann Erickson Madrid
Spain

21.

Fan Corals
for WWF International
by BBDO Guerrero
Philippines

7.  

Timeline
for Israel anti-drug authority
by McCann-Erickson
Israel

22.

Stop Trashing Oceans
for Stop Trashing Oceans
by Court Circuit
France

8.  

Kid Rescue
for Telefónica
by Y&R Bogotá
Colombia

23.

September Christmas
for Tamanna Wishes
by Horizon FCB
UAE

9.  

Click for help
for WWF
by BBDO Moscow
Russia

24.

No More Abuse
for King Khalid Foundation
by MEMAC Ogilvy
Saudi Arabia

10.

Topless Poster
for Associação da Luta Contra o Cancer
by DDB
Mozambique

25.

Tobacco Chicken
for Smoke Free Ukraine
by Tabasco
Ukraine

11.

Bury the Past Project
for Gabriela Philippines
by DM9 JaymeSyfu
Philippines

26.

Independence
for Amnesty International
by TBWA\PARIS
France

12.

Pedestrian Bridge, Motocycle, Taxi, Parking
for LBCI
by IMPACT/BBDO
Lebanon

27.

Brain on Board
for Traffic Injury Research Foundation and Toyota
by Acart Communications
Canada

13.

Operation Christmas
for Colombian Ministry of Defense
by Lowe SSP3
Colombia

28.

A bullet Follows you
for United Way
by Badillo Nazca Saatchi & Saatchi
Puerto Rico

14.

Alzheimer Knitting
for Alzheimer Turkish Foundation
by McCann Erickson
Turkey

29.

My Third Eye
for Starhub Singapore Society of visually handicapped
by DDB
Singapore

15.

Minstrels
for Campofrío
by McCann Erickson Madrid
Spain

30.

Become David
for Greenpeace
by FCB Zurich
Switzerland

Top 20 Agencies for Good in 2013

1. Lowe SSP3, Colombia
2. TBWA-PARIS, France
3. McCann Erickson Madrid, Spain
4. Publicis Conseil, France
5. DDB NY, USA
6. Air, Belgium
7. Paz Comunicação, Brazil
8. Y&R Paris, France
9. FCB Mayo, Peru
10. Heimat, Germany
11. Ogilvy & Mather Bangkok, Thailand
12. H&C Leo Burnett Beirut, Lebanon
13. BETC Paris, France
14. Havas Worldwide Prague, Poland
15. McCann-Erickson, Israel
16. DDB Mozambique
17. McCann Erickson, Istanbul
18. Propeg, Brazil
19. Y&R Bogotá, Colombia
20. W & Cie, France

Top 10 Networks for Good in 2013

1. McCann-Erickson
2. DDB
3. Havas
4. Ogilvy
5. Lowe
6. BBDO
7. Publicis
8. Y&R
9. FCB
10. TBWA

Top 5 Advertisers for Good in 2013

1. Amnesty International
2. Colombian Ministry of Defense
3. WWF
4. Greenpeace
5. Surfrider Foundation