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 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.

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.