The Good Report celebrating the best campaigns for social & environmental responsibility 2019
The Good Report is a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues. It is produced by ACT Responsible, the international non-profit association and largest global source of the world’s best ads on social and environmental issues, in collaboration with WARC, the worldwide authority on marketing and media effectiveness and publisher of the WARC Creative 100 Rankings, a global benchmark of creative excellence in advertising.
A total of 1108 campaigns produced by 673 agencies for 882 brands (321 commercial brands, 444 not-for-profit, 117 governmental bodies) from 76 markets were evaluated for this latest Good Report. The Good Report ranking combines a campaign’s presence and performance in the WARC Creative 100 (based on the campaign’s performance in the industry’s most important global and regional creative award shows tracked throughout 2019.) and in ACT Responsible initiatives (Great Ads for Good Exhibition, the Care Awards, « One minute of Responsibility » TV Program, all Tributes (public vote), Good Ad Gallery). There is no complicated criteria or categories, just great work for Good.
Of the top 40 campaigns featured in The Good Report 2019, 22 are from NGOs, institutions and foundations,16 from commercial brands and 2 from government bodies. 24 markets are represented, 42 agencies (30 agencies are part of 13 networks and 12 are independent agencies). The top 25 agencies are made up of 9 independent and 16 networked agencies covering a total of 20 markets. In the top 20 networks there are 3 independent networks and 17 networks owned by holding companies. The top 10 brands include 5 NGOs or institutions and 5 for-profit companies.
For 19 years now, Act Responsible has collected the best ads promoting sustainability & social responsibility in order to highlight the use of creativity to raise awareness of the world’s major issues. Still, hardly any specific recognition is offered to agencies that give time and talent to support the communication of public interest causes. Nonetheless, the commitment of communication professionals to these causes is fundamental; good causes need campaigns to create awareness of their existence.