Creative agency Ogilvy UK has been named the best agency of 2022 with regard to social and environmental responsibility.
The ranking comes as part of ‘The Good Report’, a list compiled by ACT Responsible in collaboration with WARC Creative that helps spotlight the world’s best ads for social and environmental issues.
Produced by combining results of the WARC Creative 100 and several ACT Responsible initiatives, the report evaluated a total of 1,029 campaigns produced by 658 agencies for 897 advertisers (non-profit, public sector, and commercial brands) across 77 markets.
The top 25 agencies on the list are made up of four independent and 21 networked agencies (from 11 different networks) covering a total of 13 markets. While Oglivy UK topped the list, FCB Chicago, Juniper Park\TBWA, BBDO New York and Area 23 followed closely behind.
Of the top 40 campaigns featured in The Good Report 2022 Ogilvy UK’s Dove campaign ‘Reverse Selfie’ ranked first as the most socially and environmentally responsible ad of 2022. The campaign highlighted the damaging effect beauty standards and photo-altering technologies can have on young people’s mental health.
The ‘Signal for Help’ campaign by Juniper Park\TBWA for Canadian Women’s Foundation/Women’s Funding Network landed second place.
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In terms of overall networks, Ogilvy, Havas Group, FCB, BBDO Worldwide and McCann Worldgroup made the top 5 for social and environmental responsibility.
Brands Dove, Sea Shepherd Conservation Society, Red Cross, Greenpeace and Change the Ref were also noted by WARC and ACT Responsible.
“With the Good Report, ACT Responsible continues its mission of promoting, inspiring and uniting the communications industry for the greater Good,” ACT Responsible co-founder and The Good Report initiator, Isa Kurata, said. “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 Creative team is a great privilege.”
WARC Creative head of content Amy Rogers 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.”
