2020’s best campaigns promoting social & environmental responsibility

The Big Issue and Monzo Bank ran the most successful campaign (Pay it forward) promoting good during 2020, according to The Good Report; Anomaly London was the top agency promoting good and FCB the top network, while Sea Shepherd Conservation Society was the number one brand doing so.

Why it matters

Good causes need good campaigns to create awareness of their existence. The Good Report, produced by ACT Responsible in association with WARC, celebrates the work and dedication that thousands of agencies are making to support such causes, in order to further motivate and inspire creativity as well as the continued production of new campaigns.

The details 

• Of the top 40 campaigns featured in The Good Report 2020, 27 are for non-profits, 11 for commercial brands (including three produced in collaboration with non-profits) and two for public sectors.
• The top ten brands include seven non-profits, one for-profit and two are collaborations.
• Forty agencies (28 of which are from 19 networks and 14 are independent agencies) across 21 markets are represented. 
• The top 25 agencies are made up of six independent and 19 networked agencies covering a total of 13 markets. Of the top 20 networks, three are independent and 17 are owned by holding companies. 

The methodology

A total of 1,266 campaigns produced by 748 agencies for 1,012 brands (non-profit, public sector, and commercial brands) across 78 markets were evaluated for this latest Good Report. The Good Report ranking combines a campaign’s presence and performance in shows tracked for the WARC Creative 100 throughout 2020, and in ACT Responsible initiatives.

The quote

“We truly believe advertising has a major role in educating and promoting good to help make the world a better place” – Hervé de Clerck, ACT Responsible Dream Leader.