Mumbai: India is placed fourth in ACT Good Report 2024 celebrating campaigns that promote social and environmental responsibility. This is a collaboration between ACT Responsible and Warc. France ins number one followed by the US, UK. Canada is in fifth spot.
ACT Good Report is a ranking showcasing use of creative communications to promote sustainability and social responsibility and raise awareness of significant social and environmental issues. This year marks the 10th anniversary of the report.
The Good Report is compiled by ACT Responsible, the international non-profit association and a source of the social and environmental campaigns, in collaboration with Warc, a global marketing insights company, and publisher of the Warc Rankings.
The ACT Good ranking is calculated by combining the performance of campaigns across various initiatives of the ACT Responsible Program (such as the ACT Exhibition, the ACT Care Awards, One Minute of Responsibility, The ACT Tributes …), with the results of the recently published WARC Creative 100, the global benchmark for creative excellence. There are no complicated criteria or categories, just great work for Good.
A total of 1,250 campaigns produced by 804 agencies for 995 advertisers (non-profit, public sector, and commercial brands) across 76 markets were evaluated for this latest ACT Good Report.
Of the best 40 campaigns featured in ACT Good Report 2024, 22 are for non-profits, 18 for commercial brands (including one produced in collaboration with a non-profit) and three for public sectors. A total of 37 agencies (20 are part of 15 networks and 7 are independent) across 18 markets are represented.
The best 25 agencies are made up of four independent and 21 networked agencies (from 11 different networks) covering a total of 12 markets. Of the best 20 networks, three are independent and 17 are owned by holding companies. The best ten brands include six non-profit, four for-profit.
On the agencies list FCB India, Gurgaon is fifth. The top four are Publicis Conseil, Paris, adam&eveDDB, London, Havas Paris and FCB Montreal.
The top five networks are FCB, Havas Group, Grey Group, DDB Worldwide, and Publicis Worldwide. The top brands are Renault, Unilever, CALM (Campaign Against Living Miserably), Fondation Anne de Gaulle and Adidas.
The top campaigns are:
- The Last Photo for CALM by adam&eveDDB London, United Kingdom
- Anne de Gaulle for Fondation Anne de Gaulle by Havas Paris, France
- Runner 321 for adidas by FCB Canada
- Chatpat for SOS Children’s Villages by FCB Chicago & FCB India
- The Unshowables for Vision du Monde by STEVE, France
The highest ranked campaign, ‘The Last Photo’ for mental health charity Campaign Against Living Miserably (CALM) by adam&eveDDB London, launched Project 84 in the UK, a landmark suicide prevention initiative that turned the final photographs of 50 victims into striking portraits, to raise suicide awareness and lessen its stigma.
