celebrating the best campaigns for

social & environnemental responsibility


Human Traffic Signs #1 campaign | Y&R Paris #1 agency

Ogilvy & Mather #1 network | WWF #1 brand

In 2015, a total of 1,474 campaigns produced by 866 agencies for 1,090 advertisers from 82 countries were evaluated from the 2015 ACT Responsible database, exhibition and public votes, which were also assessed for their creative performance based on The Gunn Report 2015 results. The combination mixes the industry’s recognition on one hand and the general public’s recognition on the other. There are no complicated criteria or categories, just great work for Good.
The Good Report 2015 features a total of 40 campaigns, 28 of which are for NGO’s, institutions and foundations and 12 are for commercial corporations; The top 25 Agencies are made up of 11 independents and 14 from agency networks; The top 20 Networks list features 2 independent networks and 18 networks owned by holding companies; and the top 10 Advertisers include 7 NGO’s and 3 for-profit companies.

  Top 40 most successful Campaigns promoting good causes

  Top 25 most successful Agencies promoting good causes

#1. Y&R Paris – France
#2. DDB Mozambique – Mozambique
#3. Leo Burnett Toronto – Canada
#4. Spark* – UAE
#5. Africa – Brazil
#6. AIR Brussels – Belgium
#7. MullenLowe China – China
#8. Leo Burnett Sydney – Australia
#9. Binder Visão Estratégica – Brazil
#10. Memac Ogilvy & Mather – UAE
#11. GREY London – UK
#12. Ogilvy & Mather Advertising – UK

#13. M&C Saatchi Sydney – Australia
#14. Agence LIMITE – France
#15. Geometry Global Bucharest – Romania
#16. Publicis Conseil – France
#17. Leo Burnett Argentina – Argentina
#18. Acesso Comunicação – Brazil
#19. Terremoto Propaganda – Brazil
#20. 6P Marketing & Propaganda – Brazil
#21. Seagull Advertising – India
#22. Fabrica – Italy
#23. Rosapark – France
#24. AlmapBBDO – Brazil
#25. MullenLowe + Grabarz & Partner – Germany

 Top 20 most successful Networks promoting good causes

#1. Ogilvy & Mather Worldwide
#2. Leo Burnett Worldwide
#3. BBDO Worldwide
#4. TBWA Worldwide
#6. DDB Worldwide
#7. FCB Worldwide
#8. PUBLICIS Worldwide
#9. GREY Global Group
#10. HAVAS Creative Group
#11. MCCANN Worldgroup
#13. MullenLowe Group
#15. M&C SAATCHI Worldwide
#16. JWT Worldwide
#17. DENTSU AEGIS Network
#18. CHEIL Worldwide
#19. BBH
#20. Droga5

 Top 10 most successful brand promoting good causes

#1. WWF
#2. Procter & Gamble
#3. Samsung
#4. Amnesty International
#5. The Salvation Army
#6. KAFA
#7. Surfrider Foundation
#8. General Motors Corp.
#9. UN Woman
#10. Instituto Maria da Penha


The Good Report is a collaboration between ACT Responsible and The Gunn Report the global index of creative excellence in advertising, was created in 2013. It’s a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues.

Advertising is too often confined to its commercial side; we tend to forget the other part of its role: informing, raising awareness and educating. No specific recognition is offered to agencies that give time and talent to support the communication of public interest causes. Nonetheless, the commitment of communication professionals to these causes is fundamental; without communication campaigns, good causes couldn’t make themselves known to the majority. We have created «The Good Report» to celebrate the wonderful work and commitment that thousands of agencies are making to support these major causes, in order to further motivate and inspire creativity as well as the production of new campaigns.

« 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

Amanda Benfell
Head of Press & PR
Email: amanda.benfell@warc.com
Phone: +44 (0) 20 7467 8125

Isa Kurata
ACT Responsible & The Good Report
Email: isa@act-responsible.org
Phone: +33 6 0708 1207