Dove’s “Reverse Selfie” by Ogilvy UK tops The Good Report from ACT Responsible and WARC

By Mark Tungate

Ogilvy and Dove emerged triumphant from this year’s edition of The Good Report, a ranking of last year’s best social and environmental campaigns. The report is produced by ACT Responsible and WARC Rankings.

Here are the top five leading cause-related campaigns from 2022 according to the report:

1 “Reverse Selfie” by Ogilvy UK, for Dove

2. “Signal for Help” by Juniper Park\TBWA, for the Canadian Women’s Foundation/Women’s Funding Network

3. “Catch of the Day 2050” by Ogilvy Social.Lab Amsterdam, for the Sea Shepherd Conservation Society

4. “Beyond the Surface” by Havas Worldwide Middle East, for Adidas

5. “The Lost Class” by Leo Burnett Chicago, for Change the Ref

Ogilvy was named the leading agency in the field, followed by FCB Chicago and Juniper Park/TBWA Toronto. BBDO New York and Area 23 IPG Health Company New York made up the remainder of the top five.

The top five networks were Ogilvy, Havas Group, FCB, BBDO Worldwide and McCann Worldgroup.

Alongside Dove, the leading brands were Sea Shepherd Conservation Society, Red Cross, Greenpeace and Change the Ref.

The top five countries were the United States, France, the UK, Canada and Brazil.

The Good Report ranking is produced by combining the results of the WARC Creative 100 and several ACT Responsible initiatives. A total of 1,029 campaigns created by 658 agencies for 897 advertisers across 77 markets were evaluated.

Of the 40 campaigns featured the report, 20 are for non-profits, 17 for commercial brands (including one produced in collaboration with a non-profit) and three for the public sector.

Watch a playlist of the Top 40 cause-related campaigns here.