The Good Report 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’s created by international non-profit, ACT Responsible, the largest global source of the world’s best ads on social and environmental issues, and Gunn Report. And this is its fifth year.
1045 campaigns produced by 680 agencies for 850 advertisers from 80 countries were evaluated for the Good Report 2017. The ranking is created by combining the industry’s recognition measured by the Gunn Report, the promotional effort behind the campaigns and the general public’s recognition from public votes organised by ACT Responsible.
40 campaigns made it into the Good report 2017, 31 for NGOs, institutions and foundations and 9 for commercial brands. The top 25 agencies are made up of 3 independents and 22 networked agencies. In the top 20 networks, 3 are and 17 are owned by holding companies. The top 10 advertisers include 6 NGOs or institutions and 4 for-profit companies.
The top fives in each category are:
Most successful campaigns promoting good causes 2017
#1 Fearless Girl, McCann New York – State Street Corporation
#2 Switch it off, Ogilvy Germany, Berlin – Amnesty International
#3 Meet Graham, Clemenger BBDO Melbourne – Transport Accident Commission
#4 Evan, BBDO New York – Sandy Hook Promise
#5 The First Braille Smartwatch, Serviceplan Germany – Dot Incorporation
Saatchi & Saatchi Australia’s Land Cruiser Emergency Network for Toyota was ranked #6. Leo Burnett Melbourne’s Reword for Headspace is #16. Leo Burnett Sydney’s BrainBAND for Samsung is #34.
FCB New Zealand’s Made from Remains for New Zealand Fire Service is #33
Most successful agencies promoting good causes 2017
#1 – BBDO New York – USA
#2 – McCann New York – USA
#3 – Ogilvy Berlin – Germany
#4 – Clemenger BBDO Melbourne – Australia
#5 – Serviceplan München – Germany
Leo Burnett Melbourne was ranked #16.
FCB New Zealand, #19.
Most successful networks promoting good causes 2017
#1 – BBDO Worldwide
#2 – FCB Worldwide
#3 – McCann Worldgroup
#4 – Ogilvy & Mather Worldwide
#5 – Young & Rubicam Group
Most successful brands promoting good causes 2017
#1 – Amnesty International
#2 – WWF
#3 – UNICEF
#4 – Red Cross
#5 – Greenpeace
“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,” stated Hervé de Clerck, ACT Responsible dream leader.
“Act Responsible 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,” added Emma Wilkie, managing director of Gunn Report.
View The Good Report 2017 in full here.
The campaigns featured in The Good Report will be exhibited at the annual Act Responsible Expo held at the Cannes Lions in June.
