The Good Report is compiled by Act Responsible, the international non-profit association and a source of the world's best ads for social and environmental issues, in collaboration with Warc, a global marketing insights company.
The Good Report rankings are produced by combining the results of the recently published Warc Creative 100 with Act Responsible initiatives: Great Ads for Good Exhibition, the Care Awards, TV show One minute of Responsibility, Tributes (public vote) and the Good Ad Gallery.
A total of 1,259 campaigns produced by 796 agencies for 1,000 advertisers (non-profit, public sector and commercial brands) across 80 markets were evaluated for this latest Good Report.
Of the top 40 campaigns featured in The Good Report 2021, 21 are for non-profits, 15 for commercial brands (including two produced in collaboration with non-profits) and four for public sectors. A total of 45 agencies (34 are from networks and 11 are independent agencies) across 21 markets are represented.
The top 25 agencies are made up of four independent and 21 networked agencies covering a total of 16 markets. Of the top 20 networks, three are independent and 17 are owned by holding companies. The top ten brands include six non-profits and four for-profits.
The Good Report 2021 top-ranked campaigns and companies, in order from 1st to 5th, promoting good are:
The Good Report is produced by Act Responsible in collaboration with Warc to celebrate the wonderful work and dedication of the many agencies that support good causes and aims to motivate and inspire the use of creativity for the continued production of new campaigns for good.
Hervé de Clerck, Act Responsible dream leader, said, "With the Good Report, Act Responsible continues its mission of promoting, inspiring and uniting the communications industry for the greater Good. We truly believe advertising has a major role in educating and promoting good to help make the world a better place and we are proud to celebrate this work every year. Producing The Good Report with the collaboration of the Warc Rankings team is a great privilege."
David Tiltman, SVP content, Warc and Act'ive partner, added, “Creativity as a force for positive change has never been more important. WARC is delighted to collaborate with Act Responsible to continue shining a light on the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour.”
All the campaigns featured in The Good Report are available to view online here.