ACT Good Report | 10th Anniversary

ACT Good Report | 10th Anniversary

Celebrating the best campaigns promoting social and environmental responsibility.

#1 Campaign: The Last Photo for CALM by adam&eveDDB London | #1 Agency: Publicis Conseil | #1 Network: FCB | #1 Brand: Renault | #1 Country: France

The ACT Good Report once again highlighted the world’s most impactful use of creative communications to promote sustainability and social responsibility and raise awareness of significant social and environmental issues.

In total, 1,250 campaigns produced by 804 agencies for 995 advertisers across 76 markets were evaluated for the ACT Good Report 2024. Of the best 40 campaigns featured, a significant portion of 22 campaigns was dedicated to non-profits. We hope to see this number evolve year after year.

The ranking is calculated by combining the performance of campaigns across various initiatives of ACT Responsible Program with the results of the recently published WARC Creative 100, the global benchmark for creative excellence. There are no complicated criteria or categories, just great work for Good.

This year marks the 10th anniversary of the report produced in collaboration with WARC, the global marketing insights company, and publisher of the WARC Rankings.

Isa Kurata, Co-founder of ACT Responsible, emphasizes the mission of promoting, inspiring, and uniting the advertising industry around social responsibility and sustainability. Advertising possesses the power to educate, inform, and bring about positive change, serving as a catalyst for constructive influence.

Amy Rogers, Head of Content at WARC Creative and ACT’ive Partner, highlights the crucial role of creativity in driving positive change. The collaboration between WARC and ACT Responsible aims to spotlight agencies, brands, and NGOs that are creating breakthrough ideas capable of changing behaviors and making a meaningful impact on society.

Some highlights.

On top of the list this year is ‘The Last Photo’ by adam&eveDDB London for the mental health charity Campaign Against Living Miserably (CALM). This groundbreaking initiative, known as Project 84, transformed the final photographs of 50 victims into striking portraits, aiming to raise awareness about suicide and reduce its stigma.

In the best 25 agencies, Altmann+Partners, sixth in the ranking, is the first independent agency. A well deserved position for the agency who has over the year consistently dedicated time and talent to non profit organisations.

As we reflect on the remarkable achievements of these campaigns, it becomes evident that creativity, when used for social and environmental issues, has the power to inspire, inform, and transform the world for the better. The ACT Good Report serves as a testament to the industry’s dedication to driving positive change and creating a better future for all.