Adam&eveDDB’s ‘The Last Photo’ campaign for charity Campaign Against Living Miserably (CALM) has been ranked the highest in a report looking at purpose-driven advertising.
The Last Photo campaign saw the final photographs of 50 victims turned into striking portraits in order to raise awareness of suicide and reduce stigma.
The Act Good Report rankings are calculated by combining the performance of campaigns across various initiatives of the ACT Responsible programme (such as Act Exhibition, Act Care Awards, One Minute of Responsibility and the Act Tributes) with the results of the WARC Creative 100.
A total of 1,250 campaigns produced by 804 agencies for 995 advertisers across 76 markets were evaluated for the new edition. Of the top 40, 22 are for non-profits, 18 for commercial brands and three for the public sector.
A total of 37 agencies across 18 markets are represented, with the top 25 including four independent and 21 networked agencies, covering a total of 12 markets. The top ten brands included six non-profit and four for-profit campaigns.
The top positions across all categories are:
- Campaign: The Last Photo for CALM by adam&eveDDB London
- Agency: Publicis Conseil, Paris
- Network: FCB
- Brand: Renault
- Country: France
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“With the Good Report, Act Responsible pursues its mission to promote, inspire, and unite the advertising industry around social responsibility and sustainability. We truly believe that advertising has the power to educate, inform and enact policy change,” said Act Responsible co-founder Isa Kurata.
“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.”
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.”
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