ACT Good Report 2025 celebrates social and environmental responsibility

THE ACT Good Report is a unique ranking showcasing the world's most impactful use of creative communication to promote sustainability and social responsibility and raise awareness of significant social and environmental issues.

This year, a total of 1,134 campaigns produced by 752 agencies for 895 advertisers (non-profit, public sector, and commercial brands) across 84 markets were evaluated for this latest report. 

The report is compiled by ACT Responsible, the international non-profit association and largest source of the world's best ads for social and environmental issues, in collaboration with WARC, the global marketing insights company, and publisher of the WARC Rankings.

The ACT Good Report ranking is produced by combining the results of the recently published WARCCreative 100, the global benchmark for creative excellence, with the performance of the campaigns in the ACT Collection’s annual program, including the ACT exhibition, the ACT Care Awards, the ACT Tributes (public vote), and the ACT database. There are no complicated criteria or categories, just great work for Good. 

Of the top 40 campaigns featured in The ACT Good Report 2025, 21 are for non-profits, 12 for commercial brands and seven for public sectors. A total of 39 agencies (33 are part of 21 networks and six are independent) across 21 markets are represented.

The best 25 agencies are made up of two independent and 23 networked agencies (from 15 different networks) covering a total of 12 markets. Of the best 20 networks, three are independent and 17 are owned by holding companies. The best ten advertisers include five non-profit, one public sector and four for-profit.

"The ACT Good Report pursues its mission of promoting, inspiring and uniting the advertising industry around social responsibility and sustainability,” Isa Kurata, ACT Responsible co-founder, said. “We truly believe that advertising has the power to educate, inform, and enact positive change. It must consistently serve as a catalyst for good and constructive influence.”

Anna Hamill, senior editor, WARC Creative and strategic partner, added: “Creativity as a force for positive change has never been more important. WARC is delighted to once again collaborate with Act Responsible to continue spotlighting 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 ACT Good Report are available to view online on act-responsible.org/the-good-report

THE BEST OF THE GOOD

The Nº1 Campaign: Assume That I Can for CoorDown by SMALL, USA

The Nº1 Agency: Publicis Conseil 

The Nº1 Network: VML

The Nº1 Brand: CoorDown 

The Nº1 Country: United States