ACT Responsible has announce the recipients of the 2024 Tributes, applauding leaders in communication who have advanced social and environmental causes through transformative leadership and creative campaigns.
Tributes to Champions of Good is an annual celebration of four people (movement maker, advertiser, non-profit, ad industry) who have played leading roles in advancing social and environmental causes through personal contributions.
This year’s recipients are:
Ad Industry: Philip Thomas, chief executive at Ascential & Chair at Cannes Lions International Festival of Creativity, for his pioneering leadership at Cannes Lions, where he has championed sustainability and inspired global action in the creative industry.
Brand: Yvon Chouinard, founder of Patagonia, for steadfastly prioritising environmental sustainability and ethical business practices setting a precedent for global corporate responsibility
Non-profit Leader: Ibtissame ‘Betty’ Lachgar, founder & coordinator of the MALI Movement, for her relentless advocacy and leadership in advancing women’s rights, LGBT rights, and individual liberties in Morocco through the MALI Movement.
Movement Maker: Natalia Vega, founder of NewZeroWorld and member of IAA Sustainability Council, for her visionary leadership in climate communication and sustainability.
Tributes to Creativity for Good are chosen by public vote in four categories: Education, Environment, Human Rights, and Solidarity during the ACT Responsible annual exhibition at the Cannes Lions. Unlike traditional awards selected by a jury, these honours are decided by the general public, celebrating the agencies’ talent and creativity in making our world a better place.
In Education:
- Favourite: Statues for Delete Institute by Camisa 10, Brazil
- 2nd Favourite: The Other Prostate Check for Prost8 by TBWA\MCR, United Kingdom
- 3rd Favourite: Cigarette Butts are Rubbish for Keep Britain Tidy by VCCP, United Kingdom
In Environment:
- Favourite: There’s A Bit of Barbie in You for Colectivo Cabos by Paradais DDB, Ecuador
- 2nd Favourite: Destinations without Destiny for We Can Be Heroes by Agencia Vena, Peru
- 3rd Favourite: Weather Kids for United Nations Development Programme by Activista, United States
In Human Rights:
- Favourite: Families for Save the Children Mexico by Grey Mexico, Mexico
- 2nd Favourite: Unhappy Motherhood for United Nations Population Fund by McCann Panama
- 3rd Favourite – Cutcakes for Terre des Femmes by TBWA\Switzerland, Switzerland
In Solidarity:
- Favourite: At Second Glance for German Depression Aid Foundation by Grabarz & Partner, Germany
- 2nd Favourite: Second for The Fight Against Alzheimer’s Association (ALMA) by Republica Havas, United States
- 3rd Favourite – Impossibilities for Associação Salvador by Dentsu Creative Portugal, Portugal
This year, 23,500 votes were cast by visitors either online or in Cannes, allowing everyone to be inspired and engaged with cause-related campaigns. The ACT exhibition showcased a selection of 103 campaigns by 76 agencies from 39 countries.
