celebrating the best campaigns for

social & environnemental responsibility

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.

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.

“”With The Good Report, ACT Responsible continues its mission of promoting, inspiring and federating the communications industry for the greater Good”

Hervé de Clerck, ACT Responsible Dream Leader.

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.

WHAT IS GOOD REPORT

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.

“The Act Responsible Expo is one of the must see exhibitions at Cannes Lions each year. It honours the hugely valuable job our industry does, throughout the year in countries all round the world, in multiplying the impact and effectiveness of communications for Good Causes. The Good Report adds a commendable extra dimension to their mission and we are proud to be a part of it”

Donald Gunn, Founder, The Gunn Report & ACT’ive Partner

  Top 30 most successful Campaigns promoting good causes

  Top 20 most successful Agencies promoting good causes

#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 most successful Networks promoting good causes

#1. MCCANN Worldgroup
#2. DDB Worldwide
#3. Havas Worldwide
#4. Ogilvy & Mather Worldwide
#5. Lowe & Mather Worldwide
#6.BBDO Worldwide
#7.PUBLICIS Worldwide
#8. YOUNG & RUBICAM Group
#9. FCB Worldwide
#10. TBWA Worldwide

 Top 5 most successful brand promoting good causes

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

Amanda Benfell
Director of Communications
Email: Amanda@gunnreport.com
Mobile: +44 (0) 7795 434390

Isa Kurata
Co-Founder
Email: isa@act-responsible.org
Mobile: +33 6 0708 1207