APAC's creative forces for good appear to be strongest in India, New Zealand and Australia according to The Good Report, WARC's global ranking of the best use of creative communications to promote sustainability and social responsibility. Eight of the ranking's top 40 campaigns came from APAC, including three from India and two each from Australia and New Zealand, most of which have already earned multiple Cannes Lions. India and ANZ comprised four of The Good Report's top 25 agencies.
BBDO oozed goodness, taking the top two campaigns on the list, with AMV BBDO London's 'Trash Isles' work for LadBible and Plastic Oceans Foundation top overall, followed by Energy BBDO Chicago's 'Prescribed to Death' prescribed opioid wariness campaign for the US National Safety Council in second place.
But FCB Ulka Mumbai took third spot for its much-celebrated push for wider female inclusivity in its 'No Conditions Apply - Sindoor Khela' campaign for The Times of India....
Most successful campaigns promoting good causes 2018
- Trash Isles, AMV BBDO London, LadBible and Plastic Oceans Foundation
- Prescribed to Death, Energy BBDO Chicago, National Safety Council
- No Conditions Apply - Sindoor Khela, FCB Ulka Mumbai, The Times of India
- Destination Pride, FCB/SIX Toronto, PFLAG Canada
- Touching Masterpieces, Geometry Prague, NeuroDigital for National Gallery of Prague
- Palau Pledge, Host/Havas Sydney, Palau Legacy Project
- Immunity Charm, McCann Health New Delhi, Afghanistan Ministry of Public Health
India also scored with McCann Health New Delhi's 'Immunity Charm' for the Afghanistan Ministry of Public Health (7th overall) and Ogilvy India's 'Healthy Hands Chalk Sticks' work for ITC out of Mumbai (40th).
Little surprise that Host/Havas Sydney's triple Cannes Lions Grand Prix winning 'Palau Pledge' ranked high on the list in 6th place. Other ANZ winners included:
- #10 - The Child Replacement Programme, Colenso BBDO Auckland, Pedigree, Mars
- #21 - AAMI, Ogilvy Melbourne, AAMI Smartplates
- #39 - The Conscious Crossing, Clemenger BBDO, Touchcast Wellington Kiwirail
Outside of ANZ and India, only one other APAC campaign made the cut, 'Yasmin's Sex-ed Revolution' campaign for Bayer from PHD Shanghai.
The Good Report analysed 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries, combining WARC Creative 100 industry recognition tracking with the promotional effort behind the campaigns and general public recognition from public votes organized by ACT Responsible. Of the report's 40 campaigns, 27 are for NGOs, institutions and foundations while another 13 are for commercial brands. See the full report here.
Most successful advertisers promoting good causes 2018
- Amnesty International
- Procter & Gamble
- Plastic Oceans Foundation
- National Safety Council
- The Times of India
- PFLAG Canada
- Palau Legacy Project
- Fondation Abbé Pierre