ACT Good Report 2024 Celebrates Campaigns for Social & Environmental Responsibility

The highest ranked campaign is ‘The Last Photo’ for mental health charity Campaign Against Living Miserably (CALM) by adam&eveDDB London.

‘The Last Photo’ campaign.

The ACT Good Report, a ranking showcasing the world’s most impactful use of creative communications to promote sustainability and social responsibility while raising awareness of significant social and environmental issues, has released its 10th annual rankings

Done in collaboration with WARC, The ACT Good ranking is calculated by combining the performance of campaigns across various initiatives of the ACT Responsible Program with the results of the recently published WARC Creative 100, the global benchmark for creative excellence. There are no complicated criteria or categories, just great work for Good.

A total of 1,250 campaigns produced by 804 agencies for 995 advertisers (non-profit, public sector, and commercial brands) across 76 markets were evaluated for this latest ACT Good Report.


Of the best 40 campaigns featured in ACT Good Report 2024, 22 are for non-profits, 18 for commercial brands (including one produced in collaboration with a non-profit) and three for public sectors. A total of 37 agencies (20 are part of 15 networks and 7 are independent) across 18 markets are represented.

ACT Good Report 2024 best-ranked campaigns & companies promoting Good


#1 The Last Photo for CALM by adam&eveDDB London, United Kingdom


#2 Anne de Gaulle for Fondation Anne de Gaulle by Havas Paris, France

#3 Runner 321 for adidas by FCB Canada

#4 Chatpat for SOS Children’s Villages by FCB Chicago & FCB India

#5 The Unshowables for Vision du Monde by STEVE, France

The highest ranked campaign, ‘The Last Photo’ for mental health charity Campaign Against Living Miserably (CALM) by adam&eveDDB London, launched Project 84 in the UK, a landmark suicide prevention initiative that turned the final photographs of 50 victims into striking portraits, to raise suicide awareness and lessen its stigma.


#1 Publicis Conseil, Paris

#2 adam&eveDDB, London

#3 Havas Paris

#4 FCB Montreal

#5 FCB India, Gurgaon


#1 FCB

#2 Havas Group

#3 Grey Group

#4 DDB Worldwide

#5 Publicis Worldwide


#1 Renault

#2 Unilever

#3 CALM (Campaign Against Living Miserably)

#4 Fondation Anne de Gaulle

#5 adidas


#1 France

#2 United States

#3 United Kingdom

#4 India

#5 Canada

“We truly believe that advertising has the power to educate, inform, and enact positive change,” said Isa Kurata, ACT Responsible Co-founder.

“It must consistently serve as a catalyst for good and constructive influence. Collaborating with WARC to produce the ACT Good Report is an honour, and we see it as a valuable resource for agencies to enhance their dedication to social and environmental efforts.”

Amy Rogers, Head of Content, WARC Creative 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.”

The rankings featured in ACT Good Report 2024, now in its 10th year, are available here:


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