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Top campaigns, agencies
and advertisers for Socially Responsible Communication

The Good Report is a unique ranking of the world’s best use of creative communication to promote sustainability and social responsibility, raising awareness of major social and environmental issues. It is created by ACT Responsible in collaboration with WARC. WARC is one of the world’s leading experts on effective marketing and the publisher of the WARC Creative 100 Rankings, a global index of creative excellence in advertising and a successor to the Gunn Report.

Advertising is often confined to its commercial side and we tend to forget its other role: informing, raising awareness and educating. Communication professionals’ commitment to promoting these causes is fundamental. Without their campaigns, important messages about good causes would not reach a large section of the public. We have created “The Good Report” to celebrate the wonderful work and commitment that thousands of agencies make to support major causes, and to motivate and inspire creativity and the production of new campaigns.

Whilst purpose-driven campaigns are playing a key role in today’s brand marketing, Act Responsible, together with Gunn Report, have been shining a light on communications for good causes for nearly two decades. Following the recent rebrand of the Gunn Report to WARC Rankings, WARC is delighted to continue this collaboration.


David Tiltman

Head of Content at WARC

The
2018
rankings

In 2018, a total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for The Good Report. The Good Report ranking is created by combining the industry’s recognition of the best performing campaigns, as tracked by the WARC Creative 100, along with the promotional effort behind them and the public’s votes, organised by ACT Responsible. There are no complicated categories or criteria, just great work for good.

The Good Report 2018 is made up of 40 Campaigns: 27 from NGOs, institutions and foundations and 13 from commercial brands. The Top 25 Agencies are made up of 6 independent and 19 networked agencies.
In the Top 19 Networks list are 3 independent networks and 18 networks owned by holding companies. The Top 10 Advertisers include 8 NGOs or institutions and 2 for-profit companies.

40

Top 40 most successful campaigns
promoting good causes

1

Trash Isles

Brand : Plastic Oceans

Agency : AMV BBDO

4

This Pride Flag can
help you see the World

Brand : PFLAG Canada

Agency : FCB/Six

7

Immunity Charm

Brand : Immunity Charm

Agency : McCann, Health

2

Prescribed to Death

Brand : National Safety Council

Agency : Energy BBDO

5

Touching Masterpieces
Case film

Brand : National Gallery of Prague

Agency : Geometry Global

8

The Talk

Brand : Procter & Gamble

Agency : BBDO New York

3

#NoConditionsApply

Brand : The Times of India

Agency : FCB India

6

Palau Pledge

 

Brand : Palau Legacy Project

Agency : Host Havas 

9

Spot Eye

Brand : Moinhos de Ventos Hospital

Agency : McCann Health Brazil

Top 20 most successful networks promoting good causes

#1 – BBDO Worldwide
#2 – FCB
#3 – J. Walter Thompson Worldwide
#4 – McCann Worldwide
#5 – Havas Group
#6 – Ogilvy
#7 – TBWA Worldwide
#8 – DDB Worldwide
#9 – Dentsu Aegis Network
#10 – FF Creative Community
#11 – Grey Global Group
#12 – Publicis Worldwide
#13 – Saatchi & Saatchi
#14 – Geometry Global
#15 – VMLY&R
#16 – Leo Burnett Group
#17 – MullenLowe Group
#18 – M&C Saatchi
#19 – Serviceplan Group
#20 – BBH

Top 10 most successful brands promoting good causes

#1 – Amnesty International
#2 – WWF
#3 – Greenpeace
#4 – Procter & Gamble
#5 – Plastic Oceans Foundation
#6 – National Safety Council
#7 – The Times of India
#8 – PFLAG Canada
#9 – Palau Legacy Project
#10 – Fondation Abbé Pierre

  read
press release

  view
the full list

Isa Kurata

Co-Founder
ACT Responsible & The Good Report

Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07

Amanda Benfell

Head of Press & PR
WARC

Email: amanda.benfell@warc.com
Phone: +33 6 07 08 12 07

The Good
Report

2017

The Good
Report

2016

The Good
Report

2015

The Good
Report

2014

The Good
Report

2013

view
previous
reports

If you want to submit an ad, organise an exhibition, become a member, find out about our initiatives, start a partnership, offer media space or simply learn more…

Please get in touch with our team!

get in touch

hello[@]act-responsible.org

call act

write to ACT

ACT Responsible
Bord du Canal, 33
Chalais, CH 3966
SWITZERLAND

Promote, inspire and unite the actors of the advertising communications industry around social responsibility and sustainable development and to share good practices.

© 2019 act Responsible

|  Inspire   >   Good Ads Gallery

inspire

great ads for good

Top campaigns, agencies and advertisers for Socially Responsible Communication

The Good Report is a unique ranking of the world’s best use of creative communication to promote sustainability and social responsibility, raising awareness of major social and environmental issues. It is created by ACT Responsible in collaboration with WARC. WARC is one of the world’s leading experts on effective marketing and the publisher of the WARC Creative 100 Rankings, a global index of creative excellence in advertising and a successor to the Gunn Report.

Advertising is often confined to its commercial side and we tend to forget its other role: informing, raising awareness and educating. Communication professionals’ commitment to promoting these causes is fundamental. Without their campaigns, important messages about good causes would not reach a large section of the public. We have created “The Good Report” to celebrate the wonderful work and commitment that thousands of agencies make to support major causes, and to motivate and inspire creativity and the production of new campaigns.

Whilst purpose-driven campaigns are playing a key role in today’s brand marketing, Act Responsible, together with Gunn Report, have been shining a light on communications for good causes for nearly two decades. Following the recent rebrand of the Gunn Report to WARC Rankings, WARC is delighted to continue this collaboration.


David Tiltman

Head of Content at WARC

The 2018 rankings

In 2018, a total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for The Good Report. The Good Report ranking is created by combining the industry’s recognition of the best performing campaigns, as tracked by the WARC Creative 100, along with the promotional effort behind them and the public’s votes, organised by ACT Responsible. There are no complicated categories or criteria, just great work for good.

The Good Report 2018 is made up of 40 Campaigns: 27 from NGOs, institutions and foundations and 13 from commercial brands. The Top 25 Agencies are made up of 6 independent and 19 networked agencies.
In the Top 19 Networks list are 3 independent networks and 18 networks owned by holding companies. The Top 10 Advertisers include 8 NGOs or institutions and 2 for-profit companies.

40

Top 40 most successful campaigns promoting good causes

1

Trash Isles

Brand : Plastic Oceans

Agency : AMV BBDO

2

Prescribed to Death

Brand : National Safety Council

Agency : Energy BBDO

3

#NoConditionsApply

Brand : The Times of India

Agency : FCB India

4

This Pride Flag can help you see the World

Brand : PFLAG Canada

Agency : FCB/Six

5

Touching MasterpiecesCase film

Brand : National Gallery of Prague

Agency : Geometry Global

6

Palau Pledge

Brand : Palau Legacy Project

Agency : Host Havas

7

Immunity Charm

Brand : Immunity Charm

Agency : McCann, Health

8

The Talk

Brand : Procter & Gamble

Agency : BBDO New York

9

Spot Eye

Brand : Moinhos de Ventos Hospital

Agency : McCann Health Brazil

Top 20 most successful networks promoting good causes

#1 – BBDO Worldwide
#2 – FCB
#3 – J. Walter Thompson Worldwide
#4 – McCann Worldwide
#5 – Havas Group
#6 – Ogilvy
#7 – TBWA Worldwide
#8 – DDB Worldwide
#9 – Dentsu Aegis Network
#10 – FF Creative Community
#11 – Grey Global Group
#12 – Publicis Worldwide
#13 – Saatchi & Saatchi
#14 – Geometry Global
#15 – VMLY&R
#16 – Leo Burnett Group
#17 – MullenLowe Group
#18 – M&C Saatchi
#19 – Serviceplan Group
#20 – BBH

Top 10 most successful brands promoting good causes

#1 – Amnesty International
#2 – WWF
#3 – Greenpeace
#4 – Procter & Gamble
#5 – Plastic Oceans Foundation
#6 – National Safety Council
#7 – The Times of India
#8 – PFLAG Canada
#9 – Palau Legacy Project
#10 – Fondation Abbé Pierre

  read press release

  view the full list

Isa Kurata

Co-Founder
ACT Responsible & The Good Report

Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07

Amanda Benfell

Head of Press & PR
WARC

Email: amanda.benfell@warc.com
Phone: +33 6 07 08 12 07

The Good Report 2017

The Good Report 2016

The Good Report 2015

The Good Report 2014

The Good Report 2013

view previous reports

If you want to submit an ad, organise
an exhibition, become a member, find out
about our initiatives, start a partnership,
offer media space or simply learn more…

Please get in touch with our team!

write to ACT

ACT Responsible
Bord du Canal, 33
Chalais, CH 3966
SWITZERLAND

Inspire, promote and unite the key players of the advertising industry to share good practice in social responsibility and sustainable development.

© 2019 act Responsible

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