Mumbai: Publicis Conseil’s campaign ‘Three Words’ for AXA has been named the world’s most impactful campaign for social good in the ACT Good Report 2026, with France emerging as the top-ranked country.
The report, a collaboration between ACT Responsible and WARC, is the only global ranking dedicated to creative work that drives social and environmental impact. It highlights campaigns that combine creative excellence with meaningful societal contribution.
In addition to topping the campaign rankings, Publicis Conseil secured the #1 agency position, while Publicis Worldwide was named the leading network. AXA ranked as the #1 advertiser, underscoring the increasing role of major brands in driving purpose-led creativity.
The ACT Good Report methodology combines performance in the WARC Creative 100 Ranking with results from ACT Responsible’s annual initiatives, including the ACT exhibition, ACT Care Awards, ACT Tributes (public vote), and the ACT database.
Key Highlights
The 2026 report reflects a strong balance between purpose-led and brand-led campaigns. Among the top 40 campaigns:
- 20 were created for non-profits
- 17 for commercial brands
- 1 for public sector organisations
- 2 were brand–non-profit collaborations
Overall, 1,008 campaigns from 673 agencies and 815 advertisers across 75 markets were evaluated. The top 40 campaigns represent 33 agencies across 21 markets, highlighting the global scale and diversity of impactful creative work.
Top Rankings
Campaigns
1. Three Words for AXA by Publicis Conseil, France
2. Ink of Democracy for The Times of India by Havas Worldwide, India
3. The Shooting for Articulo 19 by Grey Mexico
4. 36 Months – Raising The Age Of Social Media Citizenship by Supermassive, Australia
5. Recipe For Change for Arla Foods by FP7 McCann, UAE
Agencies
1. Publicis Conseil, France
2. BETC Paris, France
3. Grey Mexico
4. X3M Ideas, Nigeria
5. Serviceplan Germany
Networks
1. Publicis Worldwide
2. Havas Group
3. McCann Worldgroup
4. BBDO
5. TBWA\Worldwide
Advertisers
1. AXA
2. The Times of India
3. Articulo 19
4. Unilever
5. Arla Foods
Countries
1. France
2. United States
3. United Kingdom
4. India
5. Brazil
The rankings highlight the growing convergence of creativity, purpose, and business outcomes, with both network agencies and independent shops making a strong impact.
Isa Kurata, Co-founder, ACT Responsible, said, “This year’s results echo Cannes Lions’ recent announcement naming France Creative Country of the Year. It’s encouraging to see creative leadership and social impact now deeply connected. What’s changing is who’s driving it: we clearly see brands stepping up, using creativity to take a stand on real-world issues. But let’s be clear: NGOs still rely heavily on the industry’s support to continue raising funds and driving impact. The ACT Good Report exists to inspire the industry to do both. Our partnership with WARC strengthens that mission on a global stage.”
Amy Rodgers, Head of Content, WARC Creative and Strategic Partner, added, “Creativity as a force for positive change has never been more important. WARC is delighted to once again collaborate with Act Responsible to continue spotlighting the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour.”
