The Good Report celebrates best campaigns for social responsibility

05 Apr,2019

By A Correspondent

 

ACT Responsible, the international non-profit association and global source of the world’s best ads on social and environmental issues, in collaboration with WARC, has come up with The Good Report, aranking of the world’s best use of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues.

 

A total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for this latest Good Report. The Good Report ranking is created by combining the industry’s recognition of the best performing campaigns as tracked by the WARC Creative 100, with the promotional effort behind the campaigns and the general public’s recognition from public votes organized by ACT Responsible.

 

Of the 40 campaigns featured in The Good Report 2018, 27 are for NGOs, institutions and foundations and 13 are for commercial brands. The Top 25 agencies are made up of six independents and 19 networked agencies. In the top 19 Networks list there are three independent networks and 18 networks owned by holding companies; and the top ten Advertisers include eight NGOs/Institutions and two for-profit companies.

 

Said Hervé de Clerck, Leader, ACT Responsible: “With The Good Report, ACT Responsible continues its mission of promoting, inspiring and federating the communications industry for the greater Good. We truly believe advertising has a major role in educating and promoting good to help make the world a better place and we are proud the celebrate this work every year. Producing The Good Report with the collaboration of the WARC Rankings team is a great privilege.”

 

Added David Tiltman, Head of Content, WARC: “Whilst purpose-driven campaigns are playing a key role in today’s brand marketing, Act Responsible, together with Gunn Report, have been shining a light on communications for good causes for nearly two decades. Following the recent rebrand of the Gunn Report to WARC Rankings, WARC is delighted to continue this collaboration.”

 

 

Most successful Campaigns promoting good causes 2018:

#1 Trash Isles, AMV BBDO London, LadBible and Plastic Oceans Foundation

#2 Prescribed to Death, Energy BBDO Chicago, National Safety Council

#3 No Conditions Apply – Sindoor Khela, FCB Ulka Mumbai, The Times of India

#4 Destination Pride, FCB/SIX Toronto, PFLAG Canada

#5 Touching Masterpieces, Geometry Prague, NeuroDigital for National Gallery of Prague

 

Most successful Agencies promoting good causes 2018

#1 BBDO New York, USA

#2 AMV BBDO London, UK

#3 Colenso BBDO Auckland, New Zealand

#4 la chose, Paris, France

#5 J. Walter Thompson New York, USA

 

Most successful Networks promoting good causes 2018

#1 BBDO Worldwide

#2 FCB

#3 J. Walter Thompson Worldwide

#4 McCann Worldwide

#5 Havas Group

 

Most successful advertisers promoting good causes 2018

#1 Amnesty International

#2 WWF

#3 Greenpeace

#4 Procter & Gamble

#5 Plastic Oceans Foundation

 

 

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