ACT (Advertising Community Together) Responsible is a non-profit association, it’s mission is inspire, promote, share good practices and federate the actors of the Advertising and Communications fields around Social Responsibility and Sustainable Development. Since 2001, we gather the ads created on social & environmental issues by the worldwide community in our Good Ads Gallery and we build a network of committed agencies, media, production companies, advertisers, institutions, NGOs and corporations all over the world, who believe responsible advertising is an essential focus of modern communications. We celebrate responsible advertising and creativity through various initiatives and partnerships with key players of the advertising field and other professional associations.


ACT Responsible gathers creative work from advertising agencies and advertisers worldwide to feature them online in its database and to showcase them in exhibitions around the world. Every year ACT Responsible creates a new Collection by gathering hundreds of new ads and inviting agencies to be part of the ACT Responsible Promo Pack.

  • GOOD ADS GALLERY – Within year of the call for Collection, our editorial team inputs all ads in its database shared with com and the EACA (European Association of Communications Agencies). The database can be affiliated to any websites through hosted sections or links. It is likely that websites of advertising networks; agencies, trade associations, trade media and other related sites would include such a section on their site.
  • ACT EXHIBITION ACT Responsible organizes exhibitions around the world to give visibility to the amazing campaigns gathered in our annual collection. Each year the new collection is premiered each June during the Cannes Lions International Festival of Creativity.
  • ONE MINUTE OF RESPONSIBILITYThe submissions for nonprofit clients are eligible to be broadcast for free, several times daily within our short program « One Minute of Responsibility » on euronews as well as africanews TV Unless otherwise notified, submissions are eligible to be published for free by our media partners worldwide.
  • THE GOOD REPORTAll ads identified annually are included in The Good Report, created in collaboration with The Gunn Report.
  • CARE AWARDSThis Creative Award aim to recognize excellence in social marketing. The main goal of this annual award is to highlight the advertising industry’s specific contribution to society by selecting and celebrating the most successfully creative social marketing campaigns. The Awards cover subjects such as public health, environment, sustainable consumption, public safety, disability, human rights, domestic violence, child abuse, homelessness, education and other similar topical public issues.

Call for Entries Period to the PROMO PACK is from 20 February to 1 April 2019.
Ads can be enter all year long by simply sending a email to submission@act-responsible.org.

NB: Your entry is not valid until we receive confirmation of your payment. Should we not receive payment or entry by the deadline date, your entry will be disqualified.




1.     Any advertiser (agencies, media, production companies, advertisers, institutions, NGOs and corporations) around the world that has a communication campaign focusing on Social Responsibility is eligible to enter.

2.     All media type (TV, cinema, web, digital, print, outdoor, PR cases, media cases) is accepted. Only TV, cinema and digital campaigns for charities, NGOs and associations will be eligible to “ONE MINUTE OF RESPONSIBILITY”program.

3.     We cover 3 main themes:

  • Environmental issues (Guaranteeing water quality & access to drinking water, Maintaining air quality and preventing climate changes, Ensuring cleanliness and bio-diversity of aquatic areas, Protecting biodiversity of flora & fauna, Preserving natural and food-producing areas, Educating and encouraging respectful behavior, Encouraging renewable energies and energy conservation, Encouraging sustainable waste management and recycling)

  • Social Issues (Reducing poverty and hunger, Ensuring school education and information for all, Promoting equality and autonomy of women, Reducing infant mortality, Respecting Labor, Social and Human Rights of all, Preventing violence and encouraging peace, Inciting solidarity, brotherhood and equity, Corporate Social Responsibility and Ethical Business)

  • Personal Issues (Guaranteeing quality and healthiness of food, improving health, wellbeing and reducing dependence, Fighting HIV/AIDS, cancer, malaria and other diseases, Road Safety, Educating and encouraging respectful behavior)



Entrants who want to submit their work to the Promo Pack will do it per the following conditions:

  1. Campaigns must have run between 1 January 18 and 1 April 2019, Campaigns that were launched before 1 January 2018 and continue to run after are eligible only if they have run in the qualifying time frame as well.
  2. Work must have been created within the context of a normal client relationship (paying contract or pro bono) and must have been broadcast, published or presented No scam or speculative work can be accepted.
  3. Work need to bear the prior permission of the advertiser/owner of the rights to the
  4. You must guarantee that the work has not infringed any national law, voluntary or regulatory codes of practice.
  5. Campaigns or organizations appearing to Greenwash* or Green sheen* respectively will be automatically disqualified.
  6. Subjects focusing on war, religions or political issues can be subject to rejection by the editorial team, who keeps the right to exclude any campaigns that is controversial.

    *Greenwash – the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. *Green sheen – organizations, which attempt to appear as though they are adopting practices beneficial to the environment.


1.      Membership fee: 50€ annual membership – 50% discount on membership for renewing members

2.      Entry fee (giving access to The Good Report + Care Awards + One Minute of Responsibility + Multiple databases + Cannes Exhibition) is as followed : 1st campaign: 400€ – 2nd campaign: 375€ – 3rd campaign: 350€ – Any additional campaign: € 300 each

NB: the entry fees cover post production, mounting, layout, printing… etc. ACT Responsible entry fees are the only sources of finance the association has. The managing staff is volunteering but we still must cover our operating fixed costs and interns’ salaries. The entry fee does not include VAT (for entrants from Switzerland only) and bank charges.


Entries can be paid by bank transfer or by credit card via PayPal (VAT applies to Swiss resident participants)

  • Please email a copy of your bank transfer confirmation to submission@act-org.
  • For identification purposes, all payment should be indexed: Invoice Reference if you have one or Agency + Town + Country
  • All participants will receive an invoice by email by the team coordinator.
  • Your entry will be completed only upon reception of your payment.

By submitting their work, entrants agree to the above and below mentioned usage:

  • Entrants certify to withhold all the rights necessary for the above-mentioned usage worldwide and the rights from direct and indirect third parties or will let ACT Responsible know when the rights are no more valid.
  • Entrants authorize ACT Responsible to utilize submitted ads on any adequate media, as well as to broadcast and distribute them to promote ACT Responsible mission (agencies and advertisers shall always be credited).
  • Entrants also warrant that they, as individuals or on behalf of the agency that employs them (name mentioned in the entry form) are entitled to grant the rights referred to in the previous Also, that the exercise by ACT Responsible of the rights granted under the said paragraph will not infringe the copyright of any third party nor attract any payments to such third parties, whether by royalty or otherwise.
  • The entrants agree to indemnify ACT Responsible and hold them harmless against all and any losses, costs, damages and expenses (including, without limitation, legal expenses) incurred by them because of any breach by the entrant of any of the warranties contained above.
  • ACT Responsible respects the copyright and intellectual property rights of others and reserves the right to remove submissions immediately and without notice from an exhibition or from their website or from the award if they become aware that the rights of any third party are being infringed upon or caused damage.
  • All entrants must strictly observe the entry conditions. Completion of the entry form implies the entrant’s full acceptance of these Non-compliance with any of the entry rules results in an entry’s automatic refusal.
  • The entrant authorizes the organizers to screen or publish ads without charge for the purpose of promoting our the “Good side of advertising.
  • The entries will be managed, hosted and served by com and may be served to as many professional websites as possible through hosted sections or links. Major advertising networks and agencies, trade associations, trade media and other related sites might include a section on their website.
  • Selections of the work gathered will be exhibited, distributed via screening or print catalogues around the world as part of our various initiatives in order to promote our mission.
  • Any decisions made by ACT Responsible are considered final and binding.
  • All entrants agree to provide print-quality material (print entries) and high quality digital video (films) for publication and exhibition purposes.
  • All entries have to be submitted on act-responsible.org/submission or by email to submission@act-responsible.org.
  • The organizers cannot be held responsible for entries lost or delayed in upload therefore it is suggested to upload your material well before the due date to avoid any possible system bottlenecks due to high traffic. Entrants are required to complete and submit their entry by the final closing date of 1 April 2019.


  • Submission shall be validate by our editorial team who is entitled to refuse any controversial entry that may offend national, cultural or religious sentiments or public taste.
  • The exhibition selection will be made by our editorial team per the space availability in order to ensure the highest level of representation of the work showcased.
  • Selection will be done under sole responsibility of the editorial team, which is free in its choices.
  • Specification for exhibition print material: Minimum resolution accepted is1900x1400px – high-resolution (300dpi) pdf files.
  • For video files: MOV & MP4.
  • Is eligible to this program any campaign for nonprofit clients.
  • The length should be maximum 60sec.
  • You need to provide the advertiser’s written consent.
  • The campaigns need to be understandable by all as it broadcast all over the world (from NY to Tokyo, via Helsinki and Johannesburg) through euronews and africanews channels.
  • The campaign should include neither violence, nor nudity, weapons nor religious content.
  • To keep the work relevant everywhere and in time, neither dates, nor phone numbers or addresses can be mentioned. Only a website URL can be included.
  • Euronews ethical committee must accept the campaign.
  • Technical info: files for submission must be Apple Pro Res 4.2.2 HQ (1920×1080) – audio: linear PCM – stereo- frame rate: 25 (23,98 if not possible).
  • The corpus of campaigns selected covers all campaigns identified during the year including our annual collection, a round-up of the world’s best cause-related advertising identified by our editorial team on criteria of creativity, innovation, execution, understanding.
  • The formula combines the presence and performance in ACT Responsible such as, but not only ACT Tribute (public vote during the Cannes Exhibition), Care Awards performance, fidelity to the cause, promotion of the campaign … The Gunn Report ranking and performance on the industry key platform: adforum.com (number of views and award performance).

The Care Awards are open to all campaign submitted to the Promo Pack. You may enter as many campaigns as you like. If you which to enter only the Care Awards it is possible:

  • Please write to careawards@act-responsible.org to specify your request.
  • The entry fee is the same as the Promo Pack.
  • Specification for Care Awards entry: Print: JPEG – Video: MOV & MP4
  1. Reasons for disqualification @ Care Awards
  2. Data not sourced (if applicable) – If you supply evidence of results data, facts, claims and research, they must be sourced. We reserve the right to verify the data with the source referenced.
  3. Agency names – The Care Awards is an agency-blind competition. Therefore, agency names will not be cited on entry form, evidence of results or any other materials that will be seen by judges.
  4. Incomplete entries – The entry will only be submitted when all parts of the entry form have been fully completed and received. If you have no information available for some sections, please indicate that with “N/A”.
  5. The information on the entry form must be 100% accurate, as it cannot be changed once submitted.
  6. No client approval – Ensure that you have client approval before entering the competition and for ALL material submitted.
  7. Creative material not translated – Each entry should be submitted in English although the creative work may be in any language. Campaigns not in the English language must be accompanied by a complete translation and all television commercials must be translated into English to make judging possible.
  1. Confidentiality

Information in the entry form will remain confidential until the end of both judging rounds. Before any information is published, we request approval from both the agency and the client.

Each winning entry receives one Care Award trophy as part of the entry fee. This will be received by the winning agency at the Care Awards Ceremony (date to be confirmed).

  1. Categories
  2. Non-profit Organizations and Non-Governmental Bodies – An organization that exists for educational or charitable reasons and from which its shareholders or trustees do not benefit financially. An organization created by private persons or organizations with no participation or representation of any government.
  3. Government Bodies and Related Organizations – An organization that is the governing authority of a political unit, the ruling power in a political society and the apparatus through which a governing body functions and exercises authority.
  4. Local and Regional Authorities – Government departments which make decisions on a local or regional level e.g. ministries, district, borough or city councils, regional development agencies.
  5. Corporate Governance (CSR) – Corporate campaigns that promote care for safety, youth, communities and the environment.

If you are wondering in which category to enter, please email Sophie (careawards@act-responsible.org) with a brief description of the campaign you wish to enter followed by your questions. 

  1. Submitting a successful entry

It is important to provide judges with material that is interesting to read and easy to follow. Here are a few tips on how you can submit award-winning entries without making it too long and too complicated a process.

Tell a story. Presenting your case as a story will immediately draw the judges into your case and will make it easier to understand what your objectives, strategy and achievements were. Giving personality to your case makes for a more stimulating read.

Quality not quantity. It is not how much material you submit or how many words your enter, rather it’s about the quality, clarity and simplicity of the material. Including clear and relevant information makes the judging process smooth for the jury. Jury members will be more sympathetic to those campaigns that have a clear structure, consistent derivation and simple language. Less is more!

Proof read. Review your case for grammatical errors, spelling mistakes and wrong mathematical calculations. Ask multiple colleagues/strong editors to proof read your case before submission to avoid any mistakes. It is helpful to ask someone who is not familiar with your brand or campaign to read the case to check if the flow has a logical pattern.

Know the rules. Before registering, ensure that your campaign is eligible to enter the Awards program. 

  1. Judging procedure

The jury will consider a shortlist of campaigns drawn from submissions by agencies and will decide on the winning entries in a range of categories. Judging of the Care Awards takes place in two rounds.

Round 1, is considered a pre-selection of the 25 (approx.) top scoring campaigns. The selection committee formed by European Association of Communications Agencies (EACA), ACT Responsible (ACT), NGO’s Communication Directors (NGAd) and agency representatives will favor those campaigns demonstrating strengths in the following areas:

  1. Originality / Creativity – topicality of core message: relevance of, and contribution to, public
  2. Quality / Execution and relevance of content: potential impact on public opinion, achieving the right
  3. Emotional Impact / Assumed effectiveness. How am I personally touched by this campaign?

Each entry is scored on a 1-10 scale per criterion (1 = poor, 10 = excellent). 30 is the maximum score that can be given for each entry. Round 1 is handled entirely online.

Round 2, the judging committee formed by NGO’s Communication Directors, Agency Creatives, Advertisers and chaired by an NGO President will follow the same procedure than Round 1.

Jurors are allocated cases that do not prove a conflict of interest. Before the judging begins, they are advised to inform the moderator if they are allocated a case they shouldn’t be scoring.

The judging process does not permit jury members to discuss the entries in Round 1. Discussion is an important component of the judging event in Round 2 but the jury votes remains anonymous and confidential. Jurors are asked to sign a confidentiality form before the judging begins.

It is important to note that not all categories produce winners and if a category has one finalist it does not mean that this campaign is a winner. 


Below you will find a set of questions that you should ask yourself when writing your case. These are there to help you understand in what way to formulate your answers in order for your written case to be readable for the judges.

  1. A clear and concise presentation: what were you trying to do? What happened? How did you do it? How easily can any reader understand it? Keep jargon out and choice of language simple.
  2. Scale of task: be obvious about what you did that was so great and that no-one else managed to do before.
  3. Innovation: what was clever? What was new?
  4. Use of media channels: which did you use and why?

Call for Entries February 20 th – April 1st 2019
Round 1 judging September 9th – information TBC
Round 2 judging October 4th – information TBC
Awards Winners Announcement 24 October 2019 in Brussels – information TBC