* The Good Report 2016, 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, has been released.
* It is created in collaboration between ACT Responsible, the international non-profit association and largest global source of the world’s best ads on social and environmental issues, and The Gunn Report, the global index of creative excellence in advertising.
A total of 702 campaigns produced by 461 agencies for 608 advertisers from 71 countries were evaluated for this latest Good Report. The ranking is created by combining the industry’s recognition with the performance measured by The Gunn Report, as well as the promotional effort behind the campaigns and the general public’s recognition from public votes organised by ACT Responsible. There is no complicated criteria or categories, just great work for Good.
The Good Report 2016 is made-up of 40 campaigns, of which 24 are for NGO’s, institutions and foundations and 16 are for commercial corporations. The top 25 Agencies are made up of four independents and 21 networked agencies.
In the top 20 Networks list there are three independent networks and 17 networks owned by holding companies; and the top 10 Advertisers include six NGO’s/Institutions and four for-profit companies.
Taking the top places are:
Most successful Campaigns promoting good causes 2016
#1 Nivea Doll, FCB Brasil, São Paulo – Nivea
#2 Priceless Traps, Geometry Global, Bogota – Ministry of Environment and Sustainability
#3 This Girl Can, FCB Inferno, London – Sport England
#4 Print For Help, FCB Brasil, São Paulo – Hewlett-Packard Brasil
#5 One Shot Is Enough, Prolam Y&R, Santiago – UNICEF
Most successful Agencies promoting good causes 2016
#1 Publicis Conseil, Paris, France
#2 FCB Brasil, São Paulo, Brazil
#3 FCB Inferno, London, United Kingdom
#4 Forsman & Bodenfors, Göteborg, Sweden
#5 Colenso BBDO Auckland, New Zealand
Most successful Networks promoting good causes 2016
#1 Publicis Worldwide
#2 FCB Worldwide
#3 BBDO Worldwide
#4 Grey Global Group
#5 Young & Rubicam Group
Most successful Advertisers promoting good causes 2016
#1 France 5
#2 Nivea Brasil
#3 UNICEF Chile
#4 Innocence in Danger, Germany
#5 Amnesty International Brussels
Act Responsible considers that advertising recognition is too often confined to its commercial side; and that the other part of its role, such as informing, raising awareness and educating, is often forgotten.