Top campaigns,
agencies and
advertisers for
Socially
Responsible
Communication.

Celebrating creativity.

We believe advertising has a major responsibility in educating and raising awareness, and we are proud to celebrate the campaigns that best fulfill this role. These campaigns allow important messages and values to reach larger sections of the public, and therefore deserve to be celebrated, which is why we created The Good Report.

The Good Report is produced in collaboration with WARC, worldwide authority on marketing effectiveness and publisher of the WARC Creative 100 Rankings, a global benchmark of creative excellence in advertising.

In partnership with

David Tiltman

SVP Content, WARC

“Creativity as a force for positive change is more important than ever. WARC is delighted to collaborate with Act Responsible to continue shining a light on the brands, the NGOs and the agencies that are creating breakthrough ideas that truly matter to society.”

The 2021 rankings.

The corpus covers all social & environmental campaigns created for a non-profit, public sector or commercial brand identified during the year by our editorial team.

The ranking combines a campaign’s presence and performance in

  • shows tracked WARC Rankings Creative 100 (scoring the campaign’s performance in awards shows. Find out about Warc Ranking methodology).
  • ACT Responsible initiatives including : Great Ads for Good Exhibition – Care Awards – « One minute of Responsibility » TV Program – all Tributes (public vote) – Good Ad Gallery views.
    There are no complicated categories or criteria, just great work for good.

    In 2021, a total of 1,259 campaigns produced by 796 agencies for 1,000 advertisers (non-profit, public sector, and commercial brands) across 80 markets were evaluated for this latest Good Report.

    Of the top 40 campaigns featured in The Good Report 2021, 21 are for non-profits, 15 for commercial brands (including 2 produced in collaboration with non-profits) and 4 for public sectors. A total of 45 agencies (34 are from networks and 11 are independent agencies) across 21 markets are represented.

    The top 25 agencies are made up of 4 independent and 21 networked agencies covering a total of 16 markets. Of the top 20 networks, 3 are independent and 17 are owned by holding companies. The top ten brands include 6 non-profits and 4 for-profit.

Top 40 most successful campaigns promoting good causes

01.

Boards of Change

Brand : City of Chicago
Agency : FCB Chicago/ FCBX Chicago

02.

The Hiring Chain

Brand : CoorDown
Agency : SMALL New York

03.

Water Light

Brand : E-Dina Energy
Agency : Wunderman Thompson Bogota

04.

True Name

Brand : Mastercard
Agency : McCann New York

05.

Donation Dollar

Brand : The Royal Australian Mint
Agency : Saatchi & Saatchi

06.

Times Out & Proud

Brand : The Times of India
Agency : FCB Ulka Mumbai

#1 – Publicis Conseil
#2 – FCB Chicago
#3 – FCB Ulka Mumbai
#4 -Wunderman Thompson Bogotá
#5 -Small, New York
#6 -McCann New York
#7 -McCann New York
#8 – McCann Health, New York
#9 – Saatchi & Saatchi, Melbourne
#10 – McCann Health São Paulo
#11 – Cossette, Montréal
#12 – BETC
#13 – Havas London
#14 – Africa, São Paulo
#15 – Havas Sports & Entertainment
#16 – BBDO Düsseldorf
#17 – Cheil Madrid
#18 – Wunderman Thompson, Buenos Aires
#19 – VMLY&R, São Paulo
#20 – TBWA\Hunt\Lascaris Johannesburg
#21 – Grey New York
#22 – Rothco Dublin
#23 – Ogilvy Milan
#24 – Agencia Laika, Guayaquil
#25 – Presence, London

#1 – FCB
#2 – McCann Worldwide
#3 – TBWA Worldwide
#4 – Havas Group
#5 – Publicis Worldwide 
#6 – Saatchi & Saatchi
#7 – DDB Worldwide
#8 – Wunderman Thompson 
#9 – BBDO Worldwide
#10 – Ogilvy
#11 –  VMLY&R
#12 – Leo Burnett
#13 – Grey Group
#14 – M&C Saatchi
#15 – Blue Focus
#16 – Cheil Worldwide
#17 – Accenture Interactive
#18 – Anomaly
#19 – MullenLowe Group
#20 –MSQ Partners

#1 – WWF 
#2 – City of Chicago
#3 – CoorDown
#4 – E-Dina Energy
#5 – Mastercard
#6 – Amnesty International
#7 – The Royal Australian Mint
#8 – Change de Ref
#9 – The Times of India
#10 – Unilever

In a nutshell

Full
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