Participate > Rules
show your good side
Participate > Rules
show your Good side
ACT Responsible Rules
Presentation and mission
ACT Responsible is an international non-profit association born from 9/11, affiliated with the United Nations Department of Public Information (UNDPI) and part of the Global Compact. ACT stands for Advertising Community Together.
Inspire, promote and unite the advertising communication industry to share good practices on social responsibility and sustainable development. Our aim to highlight the power of advertising creativity when it comes to raising awareness on social and environmental issues.
Our actions ensures the visibility of the most creative, strong and striking communications campaigns in order to encourage production in this area. By strengthening the scope of these messages, the association is investing in building a fairer, united and sustainable world.
Our belief : through the emotional charge it carries, advertising has an extraordinary power to change mentalities by accelerating understanding. Thus it breaks down social, generational and cultural barriers.
Rules of entry
What we do
Each year we identify and gather thousands of the best local or global advertising campaigns that address social and environmental issues. The campaigns are archived into our “Good Ads Gallery”, which is the largest online database specialised on these issues.
We curate “Great Ads for Good” exhibitions, film projections and themed and customised events, making sure the campaigns reach their audience and raise awareness.
We mobilise a worldwide network of agencies, production companies, advertisers, institutions, NGOs, corporations and the media, who believe responsible advertising is essential to modern communication.
To achieve its goal, we’ve developed various initiatives in partnership with a network of committed players in advertising, media and education such as « The Good Report », « One minute of Responsibility » and the Care Awards…
Our team 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 website through hosted sections or links. It is likely that advertising networks, agencies, trade associations, trade media
Great for Good exhibitions
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.
NB: SUBMITTING TO ACT RESPONSIBLE DOES NOT COUNT INTO THE WARK RANKINGS. IT DOES COUNT FOR THE GOOD REPORT DONE IN PARTNERSHIP WITH WARK RANKINGS.
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.
For print: Image Size: 5000x7000px (A2) – 300dpi – Color: RVB – Jpg options: Quality 12 Maximum
For video: MOV & MP4
The Promo Pack “call for entries” deadline is now closed. Ads can be entered in our database all year long by sending an email to email@example.com.
If you believe responsible communication is the future of advertising and would like to support this collective industry effort, consider becoming a member.
Submit the entries
All entries have to be submitted through the website or by email to firstname.lastname@example.org.
Send your campaign and submission sheet
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 15 May 2020.
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”
For print: Image Size: 5000x7000px (A2) – 300dpi – Color: RVB – Jpg options: Quality 12 Maximum
For video: MOV & MP4
We cover the 17 Sustainable Development Goals developed by the UN (details about the themes click here!)
- No poverty (Goal 1)
- Zero hunger (Goal 2)
- Good health and well-being (Goal 3)
- Quality education for everyone (Goal 4)
- Gender Equality (Goal 5)
- Clean water and sanitation (Goal 6)
- Affordable energy (Goal 7)
- Decent work & economic growth (Goal 8)
- Industry, innovation and infrastructure (Sustainable economy, Goal 9)
- Reduced inequalities (Goal 10)
- Sustainable cities and communities (Goal 11)
- Responsible consumption and production (Goal 12)
- Climate action (Goal 13)
- Life below water (Goal 14)
- Life on land (Goal 15)
- Peace and Justice, strong institutions (Goal 16)
- Partnerships for the goal (Goal 17)
The qualifying time frame
Campaigns must have run between 1 January 2019 and 1 April 2020. Campaigns that were launched before 1 January 2019 and continue to run after are only eligible if they have run within 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
50€ annual membership – 50% discount for renewing members.
For more promotion and visibility become a agency member : check membership levels
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- Submissions are validated by our editorial team who is 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 based on its creativity, innovation, execution and understanding. The campaign will enter the exhibition 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. NB: The campaigns selected for the Cannes Exhibition WILL NOT ENTER Cannes Lions competition.
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
The corpus of campaigns covers all social & environmental campaigns created for a charity, institution or corporation identified during the year (approx. 1000 campaign) by our editorial team.
The ranking combines a campaign’s presence and performance across ACT Responsible’s initiatives [ Cannes Exhibition – Care Awards – « One minute of Responsibility » TV Program – all Tributes (public vote) – Good Ad Gallery (views)] and in WARC Rankings (scoring the campaign’s performance in awards shows. Find out about Warc Ranking methodology).
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 only enter 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. Non-English speaking campaigns 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 the approval of 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 at 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 on 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 the 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 are the judges 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 ingenious? What was new?
- d) Use of media channels: which did you use and why?
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!
write to ACT
Bord du Canal, 33
Chalais, CH 3966
© 2019 act Responsible