A collaboration between ACT Responsible and WARC Rankings

DO Black, The carbon limit credit card #1 campaign | Publicis Conseil, Paris #1 agency McCann Worldgroup #1 network | Greenpeace #1 brand

16 April 2020 – 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.

Taking the top places are:

Most successful Campaigns promoting good

#1 DO Black, The carbon limit credit card, RBK Communication Stockholm, Doconomy #2 StorySign, FCB Inferno London, Huawei
#3 Xbox: Changing the Game, m:united/McCann New York, Microsoft
#4 ThisAbles, McCann Tel Aviv, IKEA

#5 When you can read everything, it changes everything, In the Company of Huskies Dublin, SUAS Educational Development

Most successful Agencies promoting good

#1 Publicis Conseil Paris, France
#2 McCann New York, USA
#3 FCB Lisbon, Portugal
#4 RBK Communication Stockholm, Sweden #5 FCB Inferno London, United Kingdom

Most successful Networks promoting good

#1 McCann Worldwide #2 BBDO Worldwide #3 FCB
#4 Publicis Worldwide #5 TBWA Worldwide

Most successful advertisers promoting good

#1 Greenpeace
#2 Doconomy
#3 Care
#4 Amnesty International #5 Huawei

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

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.

Act Responsible has created «The Good Report» in collaboration with WARC, to celebrate the wonderful work and dedication that thousands of agencies are making to support these major causes, in order to further motivate and inspire creativity as well as the continued production of new campaigns.

Hervé de Clerck, ACT Responsible Dream Leader, says: “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 to celebrate this work every year. Producing The Good Report with the collaboration of the WARC Rankings team is a great privilege.”

David Tiltman, VP Content, WARC and ACT’ive Partner, comments: “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 brands, the NGOs and the agencies that are creating breakthrough ideas in this area.”

All the campaigns featured in The Good Report are available to view online here: act-responsible.org/act-the-good-report