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ACT Responsible Rules
Presentation and mission
ACT (Advertising Community Together) Responsible is a non-profit association. Its mission is to inspire, promote and unite the advertising communications industry to share good practice in social responsibility and sustainable development. Formed in 2001, ACT gathers ethical campaigns from around the world, which can be accessed in the Good Ads Gallery. The association continues to build a network of committed agencies, media, production companies, advertisers, institutions, NGOs and corporations, who believe responsible advertising is an essential focus of modern communication. We celebrate responsible advertising and creativity through various initiatives and partnerships with key players in the advertising field and other professional associations.
Rules of entry
ACT Responsible gathers creative work from advertising agencies and advertisers from across the world. Every year the association creates a new collection, gathering hundreds of new ads and inviting agencies to be part of the ACT Responsible Promo Pack.
The « promo pack » includes the following:
Good ads gallery
During our yearly “call for entries”, our editorial team inputs all ads into its database, which is shared with Adforum.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 advertising networks, agencies, trade associations, trade media
ACT Responsible organises exhibitions around the world to promote these ads. The annual exhibition is premiered each June during the Cannes Lions International Festival of Creativity.
One minute of responsibility
Non-profit clients’ submissions are eligible to be broadcasted on Euronews and Africanews for free, several times daily on the short programme « One Minute of Responsibility ». Unless otherwise notified, submissions are eligible to be published for free by our media partners worldwide. If selected by the ACT Responsible editorial team and the Euronews ethical committee, your campaign may benefit from this free media space. The media space offered is valued between 10 000€ and 50 000€. You’ll receive a report after 4 months with all the information regarding the broadcast.
The Good Report
The Good Report, created in collaboration with WARC, is an annual ranking of the campaigns identified by ACT Responsible that have been entered in its database. It was created to celebrate the best creative campaigns that promote sustainability and social responsibility and raise awareness of the world’s major social and environmental issues.
This annual award aims to recognise excellence in social marketing. It highlights the advertising industry’s specific contribution to society by selecting and celebrating the most successful creative social marketing campaigns. The awards cover subjects such as public health, the environment, sustainable consumption, public safety, disability, human rights, domestic violence, child abuse, homelessness, education and other similar topical public issues.
Media quality requirements
All entrants agree to provide print-quality material (print entries) and high-quality digital video (film/case studies) for publication and exhibition purposes.
The Promo Pack “call for entries” opens on the 20th February and closes the 1st April 2019.
Ads can be entered in our database all year long by sending an email to email@example.com.
If you would like your campaign to be excluded from some promo pack benefits, please specify to our team when you enter. If for any reason or at any time you would like us to unpublished your entry, please contact our team.
Submit the entries
All entries have to be submitted through the website or by email to firstname.lastname@example.org.
Upload campaign and submission sheet
To upload your campaign and submission sheet click the “Upload an Ad” button. Then send us an email informing us of your entry. Please name the files as such: “agency/organisation_client_campaign_country” (e.g. oglivy_WWF_panda_france).
Lost and delayed entries
The organisers cannot be held responsible for entries lost or delayed during upload. It is therefore advisable to upload your material well before the closing date to avoid any delays due to high numbers of entries. Entrants are required to complete and submit their entry by April 1st 2019.
Who is eligible to enter
All media types (TV, cinema, web, digital, print, outdoor, PR cases, media cases) are accepted. Only TV, cinema and digital campaigns for charities, NGOs and associations will be eligible to enter the “One Minute of Responsibility”
We cover 3 main themes:
• Environmental issues: guaranteeing water quality and access to drinking water; maintaining air quality and preventing climate change; ensuring cleanliness and biodiversity of aquatic areas; protecting biodiversity of flora & fauna; preserving natural and food-producing areas; educating and encouraging respectful behaviour; 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
• 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
The qualifying time frame
Entrants who want to submit their work to the Promo Pack will do so with respect to the following conditions:
Work must have been created within the context of a normal client relationship
Advertisement’s prior permission
Regulatory codes of practice
Greenwash* and Green sheen* disqualification
Campaigns or organisations appearing to Greenwash* or Green sheen* respectively will be automatically disqualified.
*Greenwash – the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
*Green sheen – organisations which attempt to appear as though they are adopting practices beneficial to the environment.
Subjects focusing on war, religion or political issues can be subject to rejection by the editorial team, who keep the right to exclude any campaign that they deem controversial.
Fees & Payment
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
Entry fees can be paid by bank transfer
Account Name: Association ACT Responsible
Bank Name: UBS
Bank address: rue Theodore Stephani 2, 3963 Crans-Montana, Switzerland
Account Number: 0268-516802.60M
(VAT applies to Swiss resident participants)
Or by credit
- Please email a copy of your bank transfer confirmation to email@example.com
- For identification purposes, all payment should be indexed: Invoice Reference or Agency + Town + Country
- All participants will receive an invoice.
- Your entry will be completed only on reception of your payment.
Utilisation of submitted ads on adequate media
Indemnities against losses, costs, damages and expenses
Respect of the copyright and intellectual property rights
Respect of the entry conditions
Authorisation to publish for the purpose of promoting ethical advertising
Dissemination of entries
Exhibition and distribution of the selected work
ACT Responsible's decisions
One minute of responsibility (OMR)
1- Any campaign for non-profit clients is eligible for this
2- The maximum length is 60sec.
3- You must provide the advertiser’s written consent.
4- The campaigns should be in English as it is broadcasted all over the world (from NY to Tokyo, via Helsinki and Johannesburg) on Euronews and Africanews TV channels.
5- The campaign should include neither violence, nudity, weapons nor religious content.
6- To keep the work relevant during global broadcast, dates, phone numbers and addresses are not allowed; only a website URL may be included.
7- The Euronews ethical committee must also accept the campaign.
8- 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).
1- Submission are validated by our editorial team who are entitled to refuse any controversial entries that may offend national, cultural or religious beliefs or public taste.
2- The exhibition selection will be made by our editorial team with respect to the space available and to ensure the best representation of the range of work showcased.
3- Selection will be done under the sole responsibility of the editorial team.
4- Specification for exhibition print material: minimum resolution accepted 900mm wide (or 2500pixel)– high-resolution (300dpi) pdf files, 90cm width. For video files: MOV & MP4.
The Good Report
1- The corpus of campaigns selected covers all campaigns identified during the year, including our annual collection which is identified by our editorial team based on its creativity, innovation, execution and understanding.
2- The ranking combines a campaign’s presence and performance in ACT Responsible, such as in the ACT Tributes (public vote during the Cannes Exhibition), the Care Awards, its loyalty to the cause, promotion of the campaign, WARC ranking and performance on adforum.com (number of views and award performance).
The Care awards
The Care Awards are open to all campaigns submitted to the ACT Responsible Promo Pack.
You may enter as many campaigns as you like.
It is also possible to enter only the Care Awards:
- Please write to firstname.lastname@example.org to specify your request.
- Specification for Care Awards entry: Print: JPEG – Video: MOV & MP4
1.Reasons for disqualification @ Care Awards
- a) Data not sourced (if applicable) — evidence of results data, facts, claims and research must be sourced. We reserve the right to verify the data with the source referenced.
- b) Agency names — the Care Awards is an agency-blind competition. Therefore, agency names will not be cited on entry forms. Evidence of results or any other materials will be seen by judges.
- c) Incomplete entries — the entry will only be submitted when all parts of the entry form have been fully completed and received. If some sections have no information, please indicate this with “N/A”.
- d) The information on the entry form must be 100% accurate, as it cannot be changed once submitted.
- e) No client approval — ensure that you have client’s approval before entering the competition and for ALL material submitted.
- f) 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.
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 on October 24th in Brussels.
- a) Non-profit organisations and non-governmental bodies — an organisation that exists for educational or charitable reasons and from which its shareholders or trustees do not benefit financially. An organisation created by private persons or organisations with no participation or representation of any government.
- b) Government bodies and related organisations — an organisation 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.
- c) 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.
- d) Corporate governance (CSR) — corporate campaigns that promote care for safety, youth, communities and the environment.
If you are wondering which category to enter, please email Sophie (email@example.com) with a brief description of the campaign followed by your questions.
- Submitting a successful entry
It is important to provide judges with interesting material that is 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 in. It will make it easier to understand your objectives, strategy and achievements. Giving your case personality makes for a more stimulating read.
Quality not quantity: it is not how much material you submit or how many words you enter, but rather the quality, clarity and simplicity of the material that counts. Including clear and relevant information makes for a smooth judging process. Jury members will be more sympathetic to campaigns that have a clear structure, consistent derivation and simple language. Less is more!
Proofread: review your case for grammatical errors, spelling mistakes and incorrect mathematical calculations. Ask multiple colleagues/reliant editors to proofread your case before submission to avoid any mistakes. It may be helpful to ask someone who is not familiar with your brand/campaign to read the case to check it has a logical pattern.
Know the rules: before registering, ensure that your campaign is eligible to enter the awards programme.
- Judging procedure
The jury will judge a shortlist of campaigns drawn from agencies’ submissions and will decide the winning entries in a range of categories. The Care Awards judging 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 favour those campaigns demonstrating strengths in the following areas:
- Originality / Creativity – topicality of core message: relevance of, and contribution to public issues.
- Quality / Execution and relevance of content: potential impact on public opinion.
- Emotional Impact / Assumed effectiveness: does this campaign make me empathise on a personal level?
Each entry is scored on a scale of 1-10 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 NGOs’ 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 Round 1 entries. 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; even if a category has a finalist it does not mean that this campaign has won.
- What judges are looking for
Below you will find a set of questions that you should ask yourself when writing your case. These are there to help you understand how to formulate your answers in order for your written case to be easily readable for the judges.
- a) A clear and concise presentation: what were you trying to do? What happened? How did you do it? How easily can a reader understand it? Keep out jargon and use simple language.
- b) Scale of the task: be clear about why your campaign was important and how no-one else has achieved this before.
- c) Innovation: what was clever? What was new?
- d) Use of media channels: which did you use and why?
- Care Awards Calendar
Call for Entries February 20th – 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
If you want to submit an ad, organise an exhibition, become a member, find out about our initiatives, start a partnership, offer media space or simply learn more…
Please get in touch with our team!
get in touch
write to ACT
Bord du Canal, 33
Chalais, CH 3966
Promote, inspire and unite the actors of the advertising communications industry around social responsibility and sustainable development and to share good practices.
© 2019 act Responsible