The best campaigns for a good cause

Editorial - April 12, 2016

CAMPAIGN Advertising is used almost exclusively for commercial purposes. Too often it is forgotten that it can inform and educate. In "The Good Report", the organization Act Responsible, in collaboration with The Gunn Report, has listed the most successful campaigns that are committed to the environment and society. The most successful agency was Y&R-France. "The Good Report" was developed in collaboration between Act Responsible and The Gunn Report and presents the most creative communication concepts that are dedicated to the topics of sustainability and social responsibility and thus draw attention to the world's problems. A total of 1474 campaigns from 866 agencies for 1090 companies from 82 countries were evaluated. Based on data from last year's ACT Responsible and the Gunn Report 2015, 40 campaigns were ultimately selected, 28 of which were designed for non-profit organizations and 12 for commercial companies. Of the top 25 agencies, 11 are independent and 14 are from networks, and with "The Good Report", the organization aims to continue its mission to inspire and unite the communications industry for good.