The Good Report celebrating the best campaigns for social and environmental responsibility 2021

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.

The Good Report is compiled by ACT Responsible, the international non-profit association and largest source of the world’s best ads for social and environmental issues, in collaboration with WARC, the global marketing insights company, and publisher of the WARC Rankings.

The Good Report rankings is produced by combining the results of the recently published WARC Creative 100, the global benchmark for creative excellence, with ACT Responsible initiatives: Great Ads for Good Exhibition, the Care Awards, TV show One minute of Responsibility, Tributes (public vote), and the Good Ad 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 non-profits, 15 for commercial brands (including two produced in collaboration with non-profits) and four for public sectors. A total of 45 agencies (34 are from networks and 11 are independent agencies) across 21 markets are represented.

The top 25 agencies are made up of four independent and 21 networked agencies covering a total of 16 markets. Of the top 20 networks, three are independent and 17 are owned by holding companies. The top ten brands include six non-profits and four for-profit.

The Good Report 2021 top ranked campaigns and companies promoting good are:

• Campaigns
  #1 Boards of Change, FCB Chicago/FCBX Chicago, City of Chicago
  #2 The Hiring Chain, SMALL New York, CoorDown
  #3 Water Light, Wunderman Thompson Bogotá, E-Dina Energy
  #4 True Name, McCann New York, Mastercard
  #5 Made to Make a Difference, Saatchi & Saatchi Melbourne, The Royal Australian Mint
• Agencies
  #1 Publicis Conseil, Paris
  #2 FCB Chicago
  #3 FCB Ulka Mumbai
  #4 Wunderman Thompson, Bogotá
  #5 SMALL, New York
• Networks
  #1 FCB
  #2 McCann Worldgroup
  #3 TBWA\Worldwide
  #4 Havas Group
  #5 Publicis Worldwide
• Advertisers
  #1 WWF
  #2 City of Chicago
  #3 CoorDown
  #4 E-Dina Energy
  #5 Mastercard
• Countries
  #1 United States
  #2 France
  #3 Brazil
  #4 United Kingdom
  #5 Australia

Act Responsible considers that advertising is not always given recognition for its role to inform, raise awareness and educate.

For 20 years now, Act Responsible has collected the best ads promoting sustainability and social responsibility to highlight the use of creativity to raise awareness of the world’s major issues. In the last few years, the explosion of purpose driven advertising carried out by commercial brands has modified the landscape, reducing the space for charitable work to be recognized. The Good Report has adjusted to keep a special space for NGO campaigns as the commitment of communication professionals to these causes is fundamental.

The Good Report is produced by Act Responsible in collaboration 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, says: “With the Good Report, ACT Responsible continues its mission of promoting, inspiring and uniting 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 to celebrate this work every 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, 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.”