The Good Report is a 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.
It is created in collaboration between ACT Responsible, the international non-profit association and global source of the world’s best ads on social and environmental issues, and Gunn Report, global index of creative excellence in advertising.
Now in its fifth year, a total of 1045 campaigns produced by 680 agencies for 850 advertisers from 80 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 organized by ACT Responsible.
The Good Report 2017 is made-up of 40 campaigns, of which 31 are for NGO’s, institutions and foundations and 9 are for commercial brands. The top 25 agencies are made up of three independents and 22 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.
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
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
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
The campaigns featured in The Good Report will be exhibited at the annual Act Responsible Expo held at the Cannes Lions 65th international festival of creativity in June.
