Revealed: 2016’s Most Socially Responsible Ads And Agencies

Revealed: 2016’s Most Socially Responsible Ads And Agencies

The annual Good Report has been released that looks at and ranks 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 created in collaboration between ACT Responsible, the international non-profit association and largest global source of the world’s best ads on social and environmental issues, and The Gunn Report, the global index of creative excellence in advertising.

A total of 702 campaigns produced by 461 agencies for 608 advertisers from 71 countries were evaluated for this latest Good Report. The ranking is created by combining the industry’s recognition with the performance measured by The Gunn Report, as well as the promotional effort behind the campaigns and the general public’s recognition from public votes organised by ACT Responsible.

The Good Report 2016 is made-up of 40 campaigns, of which 24 are for NGO’s, institutions and foundations and 16 are for commercial corporations. The top 25 Agencies are made up of four independents and 21 networked agencies. In the top 20 Networks list there are three independent networks and 17 networks owned by holding companies; and the top 10 Advertisers include six NGO’s/Institutions and four for-profit companies.

Here are the top five campaigns promoting good causes for 2016:

#1 Nivea Doll, FCB Brasil, São Paulo – Nivea

#2 Priceless Traps, Geometry Global, Bogota – Ministry of Environment and Sustainability

#3 This Girl Can, FCB Inferno, London – Sport England

#4 Print For Help, FCB Brasil, São Paulo – Hewlett-Packard Brasil

#5 One Shot Is Enough, Prolam Y&R, Santiago – UNICEF

Screen shot 2017-04-13 at 6.53.49 AM

Most successful Agencies promoting good causes 2016

#1 Publicis Conseil, Paris, France

#2 FCB Brasil, São Paulo, Brazil

#3 FCB Inferno, London, United Kingdom

#4 Forsman & Bodenfors, Göteborg, Sweden

#5 Colenso BBDO Auckland, New Zealand

Most successful Networks promoting good causes 2016

#1 Publicis Worldwide

#2 FCB Worldwide

#3 BBDO Worldwide

#4 Grey Global Group

#5 Young & Rubicam Group

Most successful advertisers promoting good causes 2016

#1 France 5

#2 Nivea Brasil

#3 UNICEF Chile

#4 Innocence in Danger, Germany

#5 Amnesty International Brussels

“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 Gunn Report Team is a great privilege” says Hervé de Clerck, ACT responsible dream leader.

“The Act Responsible Expo is one of the must see exhibitions at Cannes Lions each year.  It honours the hugely valuable job our industry does, throughout the year in countries all round the world, in multiplying the impact and effectiveness of communications for Good Causes.  The Good Report adds a commendable extra dimension to their mission and we are proud to be a part of it,” says Donald Gunn, founder of The Gunn Report and ACT’ive Partner.




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