ACT Good Report 2024 ranks India at no. 4 for best campaigns promoting social and environmental responsibility

Delhi: ACT Good Report is a ranking showcasing the world’s most impactful use of creative communications to promote sustainability and social responsibility and raise awareness of significant social and environmental issues. This year marks the 10th anniversary of the report.

The Good Report is compiled by ACT Responsible, the international non-profit association, in collaboration with WARC, the global marketing insights company, and publisher of the WARC Rankings.

The ACT Good ranking is calculated by combining the performance of campaigns across various initiatives of the ACT Responsible Program (such as the ACT Exhibition, the ACT Care Awards, One Minute of Responsibility, The ACT Tributes), 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.

A total of 1,250 campaigns produced by 804 agencies for 995 advertisers (non-profit, public sector, and commercial brands) across 76 markets were evaluated for this latest ACT Good Report.

Of the best 40 campaigns featured in ACT Good Report 2024, 22 are for non-profits, 18 for commercial brands (including one produced in collaboration with a non-profit) and three for public sectors. A total of 37 agencies (20 are part of 15 networks and 7 are independent) across 18 markets are represented.

The best 25 agencies are made up of four independent and 21 networked agencies (from 11 different networks) covering a total of 12 markets. Of the best 20 networks, three are independent and 17 are owned by holding companies. The best ten brands include six non-profit, four for-profit.

ACT Good Report 2024 best ranked campaigns and companies promoting Good are:

​​Campaigns

The Last Photo for CALM by adam&eveDDB London, United Kingdom

Anne de Gaulle for Fondation Anne de Gaulle by Havas Paris, France

Runner 321 for adidas by FCB Canada

Chatpat for SOS Children’s Villages by FCB Chicago and FCB India

The Unshowables for Vision du Monde by STEVE, France 

The highest ranked campaign, ‘The Last Photo’ for mental health charity Campaign Against Living Miserably (CALM) by adam&eveDDB London, launched Project 84 in the UK, a suicide prevention initiative that turned the final photographs of 50 victims into striking portraits, to raise suicide awareness and lessen its stigma.   

 

Agencies

Publicis Conseil, Paris

adam&eveDDB, London

Havas Paris

FCB Montreal

FCB India, Gurgaon

Networks

FCB

Havas Group

Grey Group

DDB Worldwide

Publicis Worldwide

Brands

Renault

Unilever

CALM (Campaign Against Living Miserably)

Fondation Anne de Gaulle

adidas

Countries

France

United States

United Kingdom

India

Canada

Isa Kurata, ACT Responsible Co-founder, said, "With the Good Report, ACT Responsible pursues its mission to promote, inspire and unite the advertising industry around social responsibility and sustainability. We truly believe that advertising has the power to educate, inform, and enact positive change. It must consistently serve as a catalyst for good and constructive influence. Collaborating with WARC to produce the ACT Good Report is an honour, and we see it as a valuable resource for agencies to enhance their dedication to social and environmental efforts."

Amy Rogers, Head of Content, WARC Creative and ACT’ive Partner, added, "Creativity as a force for positive change has never been more important. WARC is delighted to collaborate with Act Responsible to continue shining a light on the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour."