The Good Report names the best campaigns for social and environmental responsibility 2021 – Campaign Brief Asia
The Good Report, is a unique worldwide ranking of the best uses of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues.
The Good Report is compiled by ACT Responsible, the international non-profit association and largest source of the world’s best advertisements for social and environmental issues, in collaboration with WARC, the global marketing information company and publisher of the rankings WARC.
The Good Report ranking is produced by combining the results of the recent WARC Creative 100, the global benchmark for creative excellence, with ACT Responsible initiatives: Great Ads for Good Exhibition, Care Awards, One minute of Responsibility, Tributes (public vote) and the Good Announcements Gallery. There are no complicated criteria or categories, just great work for Good.
A total of 1,259 campaigns produced by 796 agencies for 1,000 advertisers (non-profit, public sector and commercial brands) across 80 markets were evaluated for this latest Good Report.
Of the top 40 campaigns featured in The Good Report 2021, 21 are for nonprofits, 15 for commercial brands (including two produced in collaboration with nonprofits), and four for public sectors. A total of 45 agencies (34 networked and 11 independent) in 21 markets are represented.
The top 25 agencies are made up of four independent agencies and 21 network agencies covering a total of 16 markets, including Asia’s FCB Ulka Mumbai, which ranked third. Of the top 20 networks, three are independent and 17 are owned by holding companies. The top ten brands include six nonprofits and four for-profits.
The top-ranked campaigns and companies in the Good Report 2021 that promote good are:
#1 Boards of Change, FCB Chicago/FCBX Chicago, City of Chicago
#2 The Recruitment Channel, SMALL New York, CoorDown
#3 Water Light, Wunderman Thompson Bogota, E-Dina Energy
#4 Real name, McCann New York, Mastercard
#5 Made to make a difference, Saatchi & Saatchi Melbourne, The Royal Australian Mint
#1 Publicis Consulting, Paris
#2 FCB Chicago
#3 FCB Ulka Bombay
#4 Wunderman Thompson, Bogota
#5 SMALL, New York
#2 McCann Worldgroup
#4 Havas Group
#5 Publicis worldwide
#2 City of Chicago
#3 Contact details
#4 E-Dina Energy
#1 United States
Act Responsible considers that advertising is not always recognized for its role of information, awareness and education.
For 20 years now, Act Responsible has collected the best advertisements promoting sustainability and social responsibility to highlight the use of creativity to raise awareness of major global issues. In recent years, the explosion of targeted advertising driven by commercial brands has changed the landscape, shrinking the recognition space for charitable work. Le Bon Rapport has adapted to keep a privileged space for NGO campaigns because the commitment of communication professionals to these causes is fundamental.
The Good Report is produced by Act Responsible in conjunction with WARC to celebrate the wonderful work and dedication of the many agencies that support good causes, and to motivate and inspire the use of creativity for the continued production of new campaigns for good. .
Hervé de Clerck, ACT Responsible Dream Leader, said, “With the Good Report, ACT Responsible continues its mission to promote, inspire and unite the communications industry for the greater good. We believe that advertising plays a major role in educating and promoting good to help make the world a better place and we are proud to celebrate this work each year. Producing The Good Report with the collaboration of the WARC Rankings team is a great privilege.
David Tiltman, SVP Content, WARC and ACT’ive Partner, said, “Creativity as a force for positive change has never been more important. WARC is thrilled to partner with Act Responsible to continue to shine a light on the agencies, brands and NGOs that are creating game-changing ideas that not only matter to society, but can change behavior.
All of the campaigns featured in The Good Report can be viewed online here.