celebrating the best campaigns for

social & environnemental responsibility


The Good Report, created in collaboration with The Gunn Report, celebrates the communications that best use creativity to promote sustainability and social responsibility to raise awareness of the world’s 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 is one of the biggest treats in store at Cannes Lions each year. It honours the hugely valuable job our industry does – every day of the year in countries all round the world – in multiplying the impact and effectiveness of communications for Good Causes. The Good Report (the name has a ring to it) adds a commendable new dimension to their mission”

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


In 2015, a total of 1,474 campaigns produced by 866 agencies for 1,090 advertisers from 82 countries were evaluated from the 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
5.   YOUNG & RUBICAM Group
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 Advertisers 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

Press Contact : Amanda BenfellThe Gunn Report

Check the Press Release April 2016

Content Contact : Isa Kurata – The Good Report Co-Founder

Check full Good Report 2015