The Good Report 2015, a collaboration between ACT Responsible and The Gunn Report, which celebrates the best campaigns for social responsibility, has announced that the ‘Human Traffic Signs’ from MullenLowe China for General Motors, is the number one campaign.
There were 1474 campaigns, produced by 866 agencies for 1090 advertisers from 82 countries, evaluated from the 2015 ACT Responsible database, exhibition and public votes, which were also assessed for their creative performance based on The Gunn Report 2015 results.
The outcome is a combination of the industry’s recognition on one hand and the public’s recognition on the other.
There are no complicated criteria or categories, just great work for good.
The Good Report 2015 features 40 campaigns, 28 of which are for NGOs, institutions and foundations and 12 for commercial corporations. The top 25 Agencies are made up of 11 independents and 14 from agency networks. In the top 20 Networks list there are two independent networks and 18 networks owned by holding companies and the top 10 Advertisers include 7 NGOs and 3 for-profit companies.
Winners
• Most successful Campaigns promoting good causes 2015
1. Human Traffic Signs, MullenLowe China, General Motors
2. LikeAGirl, Leo Burnett Toronto, Always/Procter & Gamble
3. Poachers, Leo Burnett Sydney, WWF International
4. A Very Disturbing Taxi Ride, Memac Ogilvy & Mather Dubai, Kafa
5. LifePaint, Grey London, Volvo
• Most successful Agencies promoting good causes 2015
1. Y&R Paris
2. DDB Mozambique
3. Leo Burnett Toronto
• Most successful Networks promoting good causes 2015
1. Ogilvy & Mather Worldwide
2. Leo Burnett Worldwide
3. BBDO Worldwide
• Most successful Advertisers promoting good causes 2015
1. WWF
2. Procter & Gamble
3. Samsung
Promoting sustainability & social responsibility
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. For 15 years now, Act Responsible has collected the best ads promoting sustainability & social responsibility in order to highlight how creativity is used to raise awareness on the world’s major issues. Still, hardly any specific recognition is offered to agencies that give time and talent to support the communication of public interest causes.
Nonetheless, the commitment of communication professionals to these causes is fundamental; good causes need campaigns to create awareness of their existence.
“With The Good Report, ACT Responsible continues its mission of promoting, inspiring and federating the communications industry for the greater Good. Producing The Good Report with the collaboration of The Gunn Report Team is a great privilege for all ‘good’ agencies around the globe,” says Hervé de Clerck, ACT Responsible dream leader.
“The ACT Responsible Expo is one of the biggest treats in store at Cannes Lions each year. It honours the valuable job our industry does – every day of the year in countries all round the world – in multiplying the impact and effectiveness of communications for good causes. The Good Report (the name has a ring to it) adds a commendable new dimension to their mission,” says Donald Gunn, founder and ACT’ive partner.
This article was taken from here.