Our mission.
Our mission
Our mission is to inspire, promote and unite the advertising communication industry to share good practices on social responsibility and sustainable development. We gather a Community of visionary leaders committed to using the power of creativity to accelerate positive change.
Our actions
We curate the creative campaigns from around the world that address social and environmental issues in our database. Each year, we create a unique annual collection that we showcase, promote, discuss, celebrate, and rank, aiming to stimulate production, foster conversations, and share best practices.
Our goal
ACT Responsible amplifies the industry’s voice on responsible communication, bringing together key leaders who are dedicated to using their talent and creativity to make a positive impact on society. For over 24 years, we’ve built this vibrant community and celebrated its achievements at major events, showcasing the industry’s role, responsibility, and commitment to building a sustainable future and driving social change.
Our story.
A few days after the 9/11 attacks, a team from Adforum launched a call, “it’s our business to help”, encouraging the advertising community to stand up against terrorism.
Trade press, websites, associations and award organisers shared the call, uniting the industry around this cause. Creatives from over 30 countries quickly responded, offering their talent. Hundreds of creative pieces and tributes to the heroes and victims were shared.
The first exhibition of these campaigns took place at the Paris Advertising Week in November 2001, and during a New York trade event in December 2001. Thanks to the support of Bernard Brochand, the Deputy Mayor of Cannes, this was followed by the Cannes International Advertising Festival, in June 2002.
Since then, the call-for-action has become an international non-profit organisation managed by a team of volunteers, with the financial support of major players in the advertising industry. ACT Responsible has developed initiatives and partnerships with agencies, trade organisations, media, institutions and associations.
Our Values.
Act with Courage
Speak up, even when it’s uncomfortable.
Create space for honest dialogue—where diverse perspectives meet, challenge, and grow with mutual respect.
Believe communication should take a stand—not to polarize, but to invite meaningful conversation.
Create with Purpose
Creativity is a force for good.
It’s not about ego or profit—it’s about people and the planet.
Value ideas that spark change, drive action, and build a better world.
Think with Integrity
No greenwashing. No empty promises.
Commit to truth, transparency, and accountability.
Believe words must align with action—and we hold ourselves to that standard.
Lead with Respect
Honor people, cultures, identities, and our shared environment.
Embed diversity, equity, and inclusion in everything we do.
Responsible communication breaks stereotypes, avoids shortcuts, and rejects exploitation.
Build with Trust
Collaborate with confidence —connect brands, agencies, NGOs, media, students, and citizens.
Build bridges, not silos—founded on openness, respect, and shared responsibility. Because lasting change only happens together.
Advertising is a powerful tool for educating and making a meaningful difference. It should always be used as a force for Good and positive impact.
If you believe in the power of advertising to shape a sustainable future, want to make a difference, and aim to help define the future of the industry, ACT Responsible is your community.
