Act Responsible

Cannes Lions 2026: When Creativity Moves Beyond Purpose

Yasmine — Wed, 08 Jul 2026 16:06:51 +0000

Every year, Cannes Lions offers a unique snapshot of where creativity is heading.

Beyond celebrating outstanding work, it reveals how brands, agencies and organizations are choosing to respond to the biggest challenges facing society.

At ACT Responsible, we reviewed every Grand Prix and Gold Lion awarded in 2026 before selecting 33 campaigns that, in our view, best represent creativity serving the public good. Looking at them together, one thing becomes clear: responsible creativity is evolving. It is no longer about making promises—it is about proving impact.

Campaigns that do more than communicate

Not so long ago, many purpose-driven campaigns relied primarily on powerful storytelling or bold statements. In 2026, the strongest ideas go much further. They create services, develop tools, design new experiences or use technology to solve real-world problems. Communication is no longer the end goal. It becomes the starting point for action.

In other words, creativity is no longer measured only by the stories it tells, but by the change it helps create. That is perhaps the defining trend of this year’s Cannes Lions.

Health takes centre stage

Another striking observation is the growing prominence of health. Women’s health, invisible illnesses, medical bias, prevention, accessibility and mental well-being feature across many of this year’s most awarded campaigns. What’s particularly interesting is that these ideas go far beyond healthcare itself. They also address representation, inclusion, education and behaviour change.

Creativity becomes a way to make invisible issues visible, break taboos and improve people’s lives in meaningful ways.

Brands are using what they do best

The era of purpose-led statements is gradually giving way to more tangible action. The strongest campaigns no longer ask audiences to believe in a brand’s values—they demonstrate them.

Brands are putting their products, expertise, technology, distribution networks and know-how at the heart of the solution. When companies use what they do best to address a societal challenge, their commitment becomes more authentic, more credible and, ultimately, more impactful.

Creativity is becoming increasingly collaborative

One final trend deserves particular attention: the most ambitious campaigns are rarely created in isolation. Brands, agencies, researchers, public institutions, NGOs, experts and local communities are increasingly working together to design solutions that are both credible and effective.

Responsible creativity is becoming collaborative and that is undoubtedly one of the keys to its growing impact.

Technology in the service of people

Artificial intelligence, data and emerging technologies are present throughout this year’s winning work. Yet technology is rarely the story itself.

Instead, it quietly enables better experiences, broader access, faster diagnoses or smarter services. It improves people’s lives without demanding the spotlight.

Perhaps the best technology is the one people hardly notice because it simply makes life better.

A more mature vision of creativity

Taken together, these 33 campaigns suggest that responsible creativity has reached a new level of maturity. The best ideas are no longer content with raising awareness. They are designed to deliver measurable, lasting change. The issues remain familiar—health, inclusion, human rights, sustainability and solidarity—but the way creativity addresses them has evolved. We are moving from storytelling to proof.

From messages to action. From promises to impact. Ultimately, the most memorable campaigns of Cannes Lions 2026 are not necessarily those that tell the best stories. They are the ones that prove creativity can make a tangible difference.

And that is likely to define the next chapter of responsible creativity. It is precisely this kind of creativity that ACT Responsible will continue to champion.

Explore ACT Responsible's curated playlist

of 33 standout campaigns selected from the Cannes Lions 2026 Grand Prix and Gold Lion winners

Explore

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ACT RESPONSIBLE TRIBUTES 26

Isabel Kurata — Sun, 05 Jul 2026 13:14:43 +0000

ACT Responsible Celebrates Creativity and
bold Leadership at the ACT Tributes 2026

ACT Responsible celebrated its annual ACT Tributes to Creativity & Champions of Good at RTL Beach in Cannes, bringing together industry leaders, changemakers, brands, NGOs and creative professionals to honour both inspiring individuals and inspiring campaigns that demonstrate the power of creativity to drive positive change.

Held during Cannes Lions and marking the 25th anniversary of ACT Responsible, the ceremony recognised six exceptional individuals whose leadership, influence and commitment are helping create a more inclusive, sustainable and equitable world.

ACT Champions of Good 2026

Brand: Ulrike Decoene – Group Chief Communications, Brand & Sustainability Officer, AXA – for
demonstrating how business leadership, sustainability and brand purpose can work together to drive positive social and environmental change at a global scale.

Ad Industry: Melanie Tobal – Founder & President of Publicitarias – for advancing gender equality across
the advertising industry and building a movement that empowers, connects and elevates women throughout Latin America and beyond.

Movement: Mirella von Lindenfels – Director at Communications Inc Limited & International Programme on the State of the Ocean – for championing ocean conservation through advocacy, education and coalition-building, helping keep marine protection on the global agenda.

NGO/Institution: Sherri Aldis – Director, UN Regional Information Centre for Western Europe – for strengthening public engagement with the values of the United Nations and promoting international cooperation, dialogue and collective action on global challenges.

Rising Star: Sheeraz Gulsher – Co-founder, People Like us – for creating pathways for underrepresented
talent and helping build a more inclusive, representative and equitable future for the creative industries.

Impact on a Region: Kātene Durie-Doherty – Head of Māori Culture, Motion Sickness President – for championing indigenous leadership, cultural representation and the integration of Māori perspectives within New Zealand’s creative industry and beyond.

The Champions were introduced by a distinguished group of former Champions of Good including former Champions Phil Thomas, Sonita Alizadeh, Amy Williams, Laura Maness and Martina Fuga, alongside ACT Advisory Board Member, Christian de la Villehuchet.Champ

ACT Tributes to Creativity 2026

In the second part of the celebration, ACT Responsible honours twelve campaigns selected by public vote
during the exhibition. The Tributes to Creativity for Good are given across four categories — Education, Environment, Human Rights, and Solidarity — and celebrate campaigns that combine strong creative execution with meaningful purpose.

Unlike traditional awards judged by a professional jury, these tributes are entirely decided by the general public, allowing every visitor — both online and onsite — to engage with and vote for the campaigns that resonate most with them. A particularity of the ACT exhibition format is the strong visibility given to print
campaigns, which are often easier to grasp and compare at a glance by casual visitors walking through the space. This helps attract more attention and votes for these campaigns, showing how powerful visuals can raise public awareness.

The winning campaigns were recognised during a live ceremony hosted by representatives from Nielsen, IAA France and Brazil, WARC and the IAA Sustainability Council.

In EDUCATION
#1 – The Whole Picture for The Guardian, by Lucky Generals NY, United States
#2 – The Philipstown WireCar Grand Prix for The Philipstown WireCar Foundation by Accenture Song, South Africa
#3 – Trash Vegetables for Wikifarmer by McCann Worldgroup Athens, Greece

In ENVIRONMENT
#1 – No Blue, No Green for SOS Oceano by Droga5/WALK, Brazil
#2 – Bottle it Back for Planet Water Foundation by TBWA\SMP, Philippines
#3 – Firecatchters for Fédération nationale des sapeurs-pompiers de France by Havas Play, France

In HUMAN RIGHTS
#1- La Fiesta for Save the Children by FCB Newlink, Mexico
#2 – Let Her Finish for International Women’s Day by JT Agency, Nigeria
#3 – Wars for Amnesty International by WILD FI, Chile

In SOLIDARITY
#1 – 30 Under 30 Special Edition Magazine for Change the ref by Founders Agency, United States
#2 – Unseen Acts for United Way by BBDO Puerto Rico
#3 – No One is Disposable for CASA Centro de Apoio ao Sem Abrigo by Studio Nuts, Portugal

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OPEN HOUSE FOR GOOD! AT THE LIONS 26

Yasmine — Thu, 25 Jun 2026 14:44:16 +0000

Calling for Voices of Change & Collective Action

On Wednesday, June 24, from 2:00 to 4:00 PM, the LIONS Impact Hub at the Cannes Lions International Festival of Creativity hosted Open House for Good (OHFG!)—a dynamic, inclusive gathering dedicated to open dialogue around sustainability and the future of creativity.

More than just an open event, OHFG! is a call to action.

“Open House for Good is more than just an open door, it’s an invitation to make your voice heard. By welcoming everyone to participate in these critical discussions, we’re breaking down the barriers of exclusivity and creating a space where creativity becomes a force for lasting, positive change.”

Isa Kurata Co-founder, ACT Responsible & co-initiators of OHFG!

Launched in 2022, OHFG! is a joint initiative from ACT Responsible, the IAA Global Sustainability Council, and Cannes Lions. It represents a bold shift toward a more inclusive, purposeful, and action-driven festival experience.

“This year, we’re creating a launchpad for change. OHFG! brings together the pioneers, disruptors, and doers pushing our industry forward — from climate action to true inclusion. No matter where you are on your journey, there’s a community here to support you.”

Thomas Kolster Tounder of Goodvertising & co-initiator of OHFG!

This year’s session celebrated the handover of the Creative Country of the Year from Brazil to France, with Fabiana Scheffer and Pascal Cubb marking this symbolic passing of the flag.

The event welcomed a diverse group of pioneers and changemakers committed to building a more sustainable and inclusive industry. Speakers included Thomas Kolster, Guilherme Martins, Anne Imber and Anne-Sophie Nectoux, who shared perspectives on driving positive change through creativity and responsible business. Also present change-makers Harriet Kingaby, Alicia Douglas, Melanie Tobal, Nkgabiseng Motau, Fran Luckin

Visitors also had the opportunity to explore the ACT Responsible Exhibition, reinforcing the event’s commitment to using creativity as a force for good. No badge. No barriers. Everyone welcome.

View the conversation on Youtube

Voices of Change
LIONS Impact Hub
Together for good

join us at the event

more info

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ACT CHAMPIONS OF GOOD NOMINATIONS 2026

Isabel Kurata — Tue, 28 Apr 2026 16:42:25 +0000

ACT Champions of Good 2026: Nominations Are Now Open

The ACT Responsible initiative Champions of Good returns for 2026, continuing its mission to recognize individuals who are using creativity as a force for good across brands, the communications industry, NGOs, and public movements.

A Tribute to Inspiring Changemakers

Part of the ACT Tributes presented every year during the Cannes Lions, the ACT Champions of Good are not traditional awards, but symbolic recognitions. They celebrate brave and committed individuals whose actions and ideas contribute to positive social and environmental change, amplifying their impact and inspiring others to follow.

Submit Your Nominations by May 11

Nominations for the 2026 edition are open to all and will close on May 11.

Celebrating visionary personalities is essential because they remind us that creativity is not just about ideas, it’s about impact. Their leadership and campaigns show that when imagination meets purpose, real change becomes possible.

Who Are the Champions of Good?

Champions of Good are described as “brave and bold personalities” who have helped improve the world through personal contributions or creative campaigns.

They come from diverse backgrounds and are recognized across categories such as:

Movement Makers
Non-Profit Leaders
Advertisers
Advertising Industry Professionals
Rising Stars

Past honorees include influential figures from activism, business, and the creative industries—demonstrating the wide-reaching impact of purpose-driven work.

Tributes to Champions of Good 25.

Kātene Durie-Doherty

Head of Māori Culture,  Motion Sickness President,  Designers Institute of New Zealand

Impact on a Region 2026

Ulrike Decoene

AXA, Group Chief Communications,Brand & Sustainability Officer

Brands 2026

Melanie Tobal

Founder & President  of Publicitarias

Ad Industry 2026

Mirella von Lindenfels

Director at Communications Inc Limited & International Programme  on the State of the Ocean

Public Movement 2026

Sherri Aldis

Director, UN Department of Global Communications, Western Europe

NGO/Institution 2026

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ACT GOOD REPORT 2026

Coline — Tue, 14 Apr 2026 09:57:01 +0000

Celebrating leading campaigns for social & environmental good

#1 Campaign: Three Words for AXA by Publicis Conseil, France
#1 Agency: Publicis Conseil, France | #1 Network: Publicis Worldwide
#1 Brand: AXA | #1 Country: France

The ACT Good Report is the only global ranking dedicated to creative work that drives social and environmental impact, highlighting the world’s most influential campaigns promoting sustainability and social responsibility.

This report is produced by ACT Responsible, an international non-profit association and the world’s largest source of advertising dedicated to social and environmental causes, in partnership with WARC, a global marketing intelligence company and publisher of the WARC Rankings.

The ACT Good Report ranking is created by combining the results of the WARC Creative 100, a global benchmark for creative excellence with the performance of campaigns featured in the ACT Collection’s annual programme. This includes the ACT exhibition, the ACT Care Awards, the ACT Tributes (public vote), and the ACT database.

There are no complex rules or categories involved just outstanding creative work done for good.

This year, a total of 1,008 campaigns produced by 673 agencies for 815 advertisers (non-profit, public sector, and commercial brands) across 75 markets were evaluated for this latest report.

Of the top 40 campaigns featured in The ACT Good Report 2026 a total of 33 agencies (30 part of 14 networks, 10 independent) for 38 advertisers across 21 markets are represented.

The best 25 agencies span 16 markets, with network agencies dominating but independent shops continuing to make a strong showing.

Meanwhile, the top 10 advertisers include a mix of non-profit and for-profit organisations, underlining the increasing convergence of creativity, purpose, and business impact.

Creativity as a force for positive change has never been more important. WARC is delighted to once again collaborate with Act Responsible to continue spotlighting the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour

This year’s results echo Cannes Lions’ recent announcement naming France Creative Country of the Year. It’s encouraging to see creative leadership and social impact now deeply connected. What’s changing is who’s driving it: we clearly see brands stepping up, using creativity to take a stand on real-world issues. But let’s be clear: NGOs still rely heavily on the industry’s support to continue raising funds and driving impact. The ACT Good Report exists to inspire the industry to do both. Our partnership with WARC strengthens that mission on a global stage.

Best 40 Campaigns promoting Good

01.

Three Words

by Publicis Conseil, France
for AXA

02.

Ink of Democracy

by Havas Worldwide, India
for The Times of India

03.

The Shooting

 by Grey, Mexico
for Articulo 19

Best 25 Agencies

Publicis Conseil, France
BETC Paris, France
Grey, Mexico
X3M Ideas, Nigeria
Serviceplan, Germany
Havas Worldwide, India
TBWA\MCR, United Kindgom
FCB, Canada
FP7 McCann, UAE
Supermassive, Australia
Cappuccino, Brazil
Motion Sickness, New Zealand
WMcCann, Brazil
VML, United States
Ogilvy, Singapore
Energy BBDO, United States
Area 23, An IPG Health Company, United States
Adam&EveDDB, United Kindgom
McCann Lima, Peru
Colenso BBDO Auckland, New Zealand
McCann, Poland
VML, France
VML, India
Happiness Brussels, An FCB Alliance, Belgium
ICF Next, Belgium

Best 20 Networks

Publicis Worldwide
Havas Group
McCann Worldgroup
BBDO
TBWA\Worldwide
VML
DDB Worldwide
AKQA
Grey
Ogilvy
Serviceplan Group
FCB
Worldwide Partners, Inc.
VCCP
MullenLowe Global
Leo Burnett Worldwide
Monks
Saatchi & Saatchi
Edelman
Dentsu

Best 10 Advertisers

AXA
The Times of India
Articulo 19
Unilever
Arla Foods
Maes Da Se
The New Zealand Herpes Foundation
Reckitt
Change The Ref
Orange

Best 10 Countries

France
United States
United Kingdom
India
Brazil
Canada
New Zealand
Germany
Australia
Mexico

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FRENCH BRANDS TOGETHER FOR GOOD

Isabel Kurata — Mon, 09 Mar 2026 09:07:31 +0000

French Brands Together for Good : un appel aux marques françaises aux Cannes Lions 2026

En 2026, la France sera mise à l’honneur au Cannes Lions en tant que Creative Country of the Year. Cette distinction souligne le rôle majeur que jouent les acteurs français dans l’industrie publicitaire mondiale et leur capacité à allier créativité et responsabilité.

Dans ce contexte, ACT Responsible, aux côtés de IAA France, de l’ARPP et du Club Annonceurs, lancent l’initiative French Brands Together for Good.

Une initiative pour porter la voix des marques engagées

L’objectif est de rassembler des marques françaises autour d’une prise de parole collective sur les enjeux de responsabilité, de développement durable et d’inclusion.

Dans un contexte international où ces sujets sont parfois remis en question, l’initiative vise à démontrer que les marques françaises peuvent jouer un rôle moteur en partageant leurs engagements et leurs bonnes pratiques.

"Historiquement, les annonceurs français ont été pionniers sur les enjeux de responsabilité sociale et environnementale. Ils portent aujourd’hui une voix forte, légitime et crédible sur la scène internationale"

Isa Kurata Co-founder, ACT Responsible

Une présence collective au cœur des Lions

Plusieurs temps forts auront lieu pendant la semaine des Cannes Lions , du 22 au 26 juin 2026.

Le 24 juin, les Cannes Lions et ACT Responsible ouvriront notamment les portes du Lions Impact Hub, espace central du festival dédié aux enjeux de sustainability et d’inclusion.

D’autres rencontres organisées à la French Connexion et avec les marques participantes permettront de favoriser les échanges, l’inspiration et les collaborations entre acteurs engagés.

Une opportunité pour les marques françaises.

"Être Creative Country of the Year aux Cannes Lions est une formidable opportunité de faire rayonner l’excellence française."

Pascal Cubb Président IAA France

"Cette initiative démontre que la créativité française s’inscrit dans une démarche collective pour le bien commun, alliant responsabilité, inclusion et durabilité."

Stéphane Martin Directeur Général, ARPP

"Les dirigeants de marques ont tout à gagner à partager leurs pratiques et leurs convictions, en particulier sur les enjeux d’engagement et de responsabilité"

Karine Tisserand Directrice générale, CLUB Annonceurs

Faites entendre vos voix

Contactez nous avant le 31 mars 2026. En rejoignant l’initiative vous contribuez à faire rayonner la créativité responsable française !

French Brands Together for Good: a call for French brands at Cannes Lions 2026

In 2026, France will be honored as « Creative Country of the Year » at the Cannes Lions. This recognition highlights the major role French players have long played in the global advertising industry.

In this context, ACT Responsible, together with IAA France, the ARPP, and the Club Annonceurs, calling the French Brands to gather for Good !

The collective voice of brands committed to responsible advertising.

The initiative aims to bring together French brands to promote a collective voice around responsibility, sustainability and inclusion.

At a time when these issues are increasingly debated worldwide, the initiative seeks to demonstrate how brands can play a positive role in driving meaningful change.

“Historically, French advertisers have been pioneers in addressing social and environmental responsibility. Today, they carry a strong, legitimate and credible voice on the international stage.”

Isa Kurata Co-founder, ACT Responsible

A collective presence at Cannes Lions

Several key moments will take place during Cannes Lions week from June 22 to 26, 2026.

On June 24, Cannes Lions and ACT Responsible will open the doors of the Lions Impact Hub, the festival’s hub dedicated to sustainability and inclusion.

Additional events hosted at the French Connexion and with participating brands will encourage networking, inspiration and collaboration.

An opportunity for French brands.

“Being Creative Country of the Year at the Cannes Lions is a tremendous opportunity to showcase French excellence.”

Pascal Cubb Président IAA France

“This initiative demonstrates that French creativity is rooted in a collective approach for the common good, combining responsibility, inclusion and sustainability.”

Stéphane Martin Directeur Général, ARPP

“Brand leaders have everything to gain by sharing their practices and convictions, particularly on issues of engagement and responsibility.”

Karine Tisserand Directrice générale, CLUB Annonceurs

Raise your voices

Interested in joining, please contact us before March 31, 2026. By joining the initiative you'll contribute in shining a light on French Creativity for Good!

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ACT RESPONSIBLE CO-CURATES LIONS IMPACT HUB

Isabel Kurata — Wed, 25 Feb 2026 16:08:35 +0000

LIONS Impact Hub : home for Sustainability and D&I Initiatives at Cannes Lions.

LIONS announces the launch of the LIONS Impact Hub, a dedicated home for sustainability and diversity & inclusion initiatives at Cannes Lions. Building on ACT Responsible’s long-standing presence and influence at the Festival, LIONS is evolving the space in partnership with the non-profit, marking a new chapter in championing responsible creativity.

This year also marks the 25th anniversary of ACT Responsible, a milestone celebrating the organisation’s unwavering commitment to using creativity as a force for social and environmental progress.

“Since 25 years ACT Responsible has been at the epicentre of the sustainability conversation in our industry. We are thrilled to be strengthening our partnership with ACT this year and co-curating a sustainability hub together. Collectively we can inspire delegates to take home practical action for a sustainable future for our industry.”

Philip Thomas Chair, LIONS

The LIONS Impact Hub will preserve key elements of the ACT Responsible format while expanding with new LIONS-led programming. The result is a space designed to spark courageous conversations and equip delegates with practical tools to drive impact in their own organisations.

A central space dedicated to action and awareness

Located in the foyer of the Debussy, the LIONS Impact Hub will be dedicated to:

Driving measurable change aligned with the LIONS mission
Raising awareness of social and environmental issues
Showcasing inspiring campaigns and impactful ideas at the heart of responsible creativity
Empowering delegates with actionable steps toward a sustainable and equitable future for the industry

"For 25 years our mission has been to promote, inspire and unite the industry. We believe in the industry’s responsibility to drive positive change, and Cannes Lions is the time to come together and amplify that impact. We’re grateful for LIONS’ commitment to this mission and for creating space for courageous conversations"

Isa Kurata Co-founder, ACT Responsible

With the co-curation of the LIONS Impact Hub, LIONS and ACT Responsible reaffirm their shared belief that creativity is a powerful catalyst for progress, with sustainability and inclusion at its core.

LIONS invites partners to join the LIONS Impact Hub and contribute to this essential showcase at Cannes Lions 2026.

Join the conversation

I want to contribute to the LIONS Sustainability Hub

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ACT CALL FOR WORK 2026 OPEN

Isabel Kurata — Thu, 05 Feb 2026 10:22:49 +0000

WHERE THE JOURNEY OF THE WORK BEGINS

One Call. One Entry. The Full ACT Programme.

It’s that time of the year when we invite agencies, brands, media to submit campaigns tackling social and environmental challenges, to the ACT Collection 2026.

This annual showcase is designed to highlight, promote, discuss, celebrate, and rank outstanding creative work, demonstrating the power of creativity to drive positive change.

Through a single submission, campaigns, ads, or creative work are considered across the entire ACT Programme. Selected work may be:

Showcased in the ACT Exhibition in the LIONS Impact Hub 26, a prestigious platform celebrating creative excellence at the industry’s most prestigious gathering.
Recognised through the ACT Care Awards 2026, judged by a unique Jury of experts and celebrated at EACA Effie Europe Day.
Included in the ACT Good Report 2027, developed in partnership with WARC Rankings
Featured in the ACT Good Ads Database, powered by AdForum, the largest source of information for the ad industry.

"This Call for work is where the journey begins. It starts at Cannes Lions 2026, with the renewal of ACT Responsible’s long-standing partnership with LIONS and the co-curation of the LIONS Impact Hub."

Sophie Guérinet, ACT Responsible

Co-Founder.

A New Journey Begins at Cannes Lions 2026

Selected work will be presented as part of the ACT Exhibition within the Hub, a space designed to connect people and ideas, and to explore how creativity can help move the industry forward.

This year also marks a major milestone: 25 years of ACT Responsible working alongside the global creative community to champion creativity as a force for good.

Three simple steps to submit :

1 - READ THE RULES

Take the time to check & review the rules of entry to make sure your campaign qualifies

link to the rules

2 - SUBMIT ONLINE

The online submission platform is powered by Adforum. Create a free account to access. Submit before April 15 !

Access our online platform powered by AdForum!

3 - PAY THE FEE

The cost for submitting an entire campaign is 450€/campaign decreasing rate per additional campaign).

Pay your invoice upon reception or via Paypal

The deadline for submissions is April 15th

Any questions?

contact the Team

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EPICA RESPONSIBILITY GRAND PRIX 2025

Isabel Kurata — Wed, 17 Dec 2025 16:23:45 +0000

“Three Words” by AXA and “Miniature Warmland” by Deutsche Telekom have jointly won the Epica 2025 Responsibility Grand Prix.

For the eighth consecutive year, the Epica Awards have partnered with ACT Responsible to spotlight creative work that addresses the most pressing challenges of our time. The Responsibility Grand Prix was awarded by a jury of fifteen journalists from ten countries, chaired by Claire Bridges, founder of Now Go Create.

This year’s Grand Prix honors two very different yet equally powerful approaches to purpose-driven communication.

Changing Reality with Three Words

AXA’s campaign “Three Words” created Publicis Conseil, demonstrates how a small change can have life-changing consequences. By adding the words “and domestic violence” to its home insurance policies, AXA formally recognized domestic abuse as a risk requiring protection. This shift enables victims to access immediate support services, including emergency relocation, legal assistance and psychological help—transforming insurance from a promise into a practical lifeline.

Making Climate Change Impossible to Ignore

Deutsche Telekom’s “Miniature Warmland” by Grabarz & Partner tackles another urgent issue: climate change. Using the world-famous Miniatur Wunderland exhibition, the campaign visualizes the effects of global warming on familiar landscapes and cities. By presenting future climate scenarios in miniature form, the initiative makes an often abstract topic tangible, emotional and impossible to ignore.

Celebrating Purpose-Driven Advertising

Together, the two campaigns illustrate the expanding role of brands in shaping society, not only by raising awareness, but by actively driving change.

As Mark Tungate, Editorial Director of the Epica Awards, explains:

“Purpose-driven advertising and messages focused on social issues have taken on an even greater importance in this era of staggering challenges. We’re proud to partner with ACT Responsible to celebrate the work agencies do in this field.”

Mark Tungate

Epica Awards Editorial Director,

By honoring “Three Words” and “Miniature Warmland,” the Epica Responsibility Grand Prix reaffirms the power of creativity to influence policy, shift perceptions and contribute meaningfully to positive social change.

That sense of momentum is echoed by Isa Kurata, Co-founder of ACT Responsible, who sees a clear evolution in brand commitment:

“This year, we are seeing more and more brands truly engaging with social and environmental issues, marking a real societal shift. Brands are increasingly taking responsibility and committing to building a better world.”

Isa Kurata

ACT Responsible Co-Founder

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ACT CARE AWARDS 2025: WINNERS ANNOUNCEMENT

Isabel Kurata — Wed, 10 Dec 2025 12:00:08 +0000

Twelve outstanding campaigns awarded at ACT Care Awards 2025.

Twelve outstanding campaigns, out of the 131 entries, have been selected as winners of the ACT Care Awards 2025, recognising advertising excellence in promoting care for people and the environment. This year’s laureates include five campaigns from NGOs, five from brands, and two from the public sector, representing seven countries including Belgium, Brazil, Canada, France, India, Mexico, and the United Kingdom.

French creativity is in the spotlight this year, with five winning campaigns.

When reviewing entries, the Expert Jury evaluates each campaign based on key criteria such as the societal impact, emotional resonance, respect shown to all stakeholders, and the concrete benefits delivered to the intended communities.

This year’s winning campaigns address a diverse range of issues, including social inclusion and protection of all, health and well-being, civic engagement, democracy, and social responsibility.

ACT Responsible extends its heartfelt thanks to its Expert Jury for their time, rigorous evaluation, and insightful feedback, as well as to our generous sponsors — Havas, Google, Nielsen, Eurostar, Adforum, and IAA France — whose support makes the ACT Care Awards possible.

“We had so many great cases, and in the end the jury awarded 12 of them. These cases embody what our business does at its absolute best when acting for a better world: Developing new and innovative solutions to solve people’s problems, addressing major citizen issues to raise consciousness, repurposing brands and businesses to transform them into real actors of positive change. I feel so proud of our industry when it commits to such a work! ”

Christian de la Villehuchet - Global Chief Client & Global Chief Integration Officer, Havas Group; President, European Association of Communications Agencies; ACT Care Awards Godfather & President of the Jury 2025.

2025 Winners Full List.

NGOs & Foundations

The Black Dog(s) for Seconde Chance by BETC Paris – France

Strings for Cancer@Work by Publicis Conseil – France

Inployable for Canadian Down Syndrome Society by FCB – Canada

T-SEARCH® for Mães Da Se by Cappuccino/The Weber Shandwick Collective – Brazil

Homelessness is Spiking for Hostiledesign.org by TBWA\MCR – United Kingdom

Compagnies & Businesses

Lost Faces for Banco do Brasil S.A by WMcCann – Brazil

Memory Shots for Kodak by Happiness Brussels, an FCB Alliance – Belgium

Ink of Democracy for The Times of India by Havas Creative – India

Mommyphone for Laboratoire Gallia by BETC Paris – France

Three Words for AXA by Publicis Conseil – France

Governments & Institutions

Facing Bullying for Service d’information du Gouvernement by PublIcis Conseil – France

Pass it on – Use Your Vote – European Elections 2025 for European Parliament by Directorate-General for Communication, &Co. / NoA, ICF Next – Belgium

Play

The 2025 ACT Care Youth Favourite

For the fourth consecutive year students were invited to vote for their favourite campaign from the shortlist. This recognition reflects the organisation’s mission to amplify the visibility and impact of outstanding campaigns among younger generations.

The Shooting for Artículo 19 by Grey Worldwide Mexico receives the ACT Care Youth Favourite 2025.

ACT Responsible warmly thanks the 45 students from IHECS (Belgium), Coventry University (United Kingdom), ISEG Paris (France), and universities in Ecuador, Mexico and Greece, who actively participated in the online evaluation phase.

"The partnership between IHECS and ACT Responsible provides an opportunity to nurture the advertisers of tomorrow, demonstrating that responsible campaigns are on the rise and their impact is being felt. As the head of the Master's program in Advertising and Commercial Communication and a professor of advertising ethics, I see the new generation's strong desire to align their work with their values and drive meaningful change in the industry. If the industry doesn't adapt, they'll walk away."

Sophie Pochet - Chief Academic Officer, IHECS - Partner

2025 Awards Ceremony

The winners of the ACT Care Awards 2025 was celebrated during a dedicated ceremony during the Effie Europe Day organised by the European Association of Communication Agencies.

Thank you to our generous sponsors and partners

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Act Responsible

Cannes Lions 2026: When Creativity Moves Beyond Purpose

Every year, Cannes Lions offers a unique snapshot of where creativity is heading.

Campaigns that do more than communicate

Health takes centre stage

Brands are using what they do best

Creativity is becoming increasingly collaborative

Technology in the service of people

A more mature vision of creativity

Explore ACT Responsible's curated playlist

ACT RESPONSIBLE TRIBUTES 26

ACT Responsible Celebrates Creativity andbold Leadership at the ACT Tributes 2026

ACT Champions of Good 2026

ACT Tributes to Creativity 2026

OPEN HOUSE FOR GOOD! AT THE LIONS 26

Calling for Voices of Change & Collective Action

Voices of ChangeLIONS Impact HubTogether for good

ACT CHAMPIONS OF GOOD NOMINATIONS 2026

ACT Champions of Good 2026: Nominations Are Now Open

The ACT Responsible initiative Champions of Good returns for 2026, continuing its mission to recognize individuals who are using creativity as a force for good across brands, the communications industry, NGOs, and public movements.

A Tribute to Inspiring Changemakers

Submit Your Nominations by May 11

Who Are the Champions of Good?

Tributes to Champions of Good 25.

Kātene Durie-Doherty

Ulrike Decoene

Melanie Tobal

Mirella von Lindenfels

Sherri Aldis

ACT GOOD REPORT 2026

Celebrating leading campaigns for social & environmental good

Discover the 2026 rankings.

Best 40 Campaigns promoting Good

01.

Three Words

02.

Ink of Democracy

03.

The Shooting

FRENCH BRANDS TOGETHER FOR GOOD

French Brands Together for Good : un appel aux marques françaises aux Cannes Lions 2026

Une initiative pour porter la voix des marques engagées

Une présence collective au cœur des Lions

Une opportunité pour les marques françaises.

Faites entendre vos voix

French Brands Together for Good: a call for French brands at Cannes Lions 2026

The collective voice of brands committed to responsible advertising.

A collective presence at Cannes Lions

An opportunity for French brands.

Raise your voices

ACT RESPONSIBLE CO-CURATES LIONS IMPACT HUB

LIONS Impact Hub : home for Sustainability and D&I Initiatives at Cannes Lions.

A central space dedicated to action and awareness

Join the conversation

ACT CALL FOR WORK 2026 OPEN

WHERE THE JOURNEY OF THE WORK BEGINS

One Call. One Entry. The Full ACT Programme.

A New Journey Begins at Cannes Lions 2026

Three simple steps to submit :

The deadline for submissions is April 15th

Any questions?

contact the Team

EPICA RESPONSIBILITY GRAND PRIX 2025

“Three Words” by AXA and “Miniature Warmland” by Deutsche Telekom have jointly won the Epica 2025 Responsibility Grand Prix.

Changing Reality with Three Words

Making Climate Change Impossible to Ignore

Celebrating Purpose-Driven Advertising

ACT CARE AWARDS 2025: WINNERS ANNOUNCEMENT

Twelve outstanding campaigns awarded at ACT Care Awards 2025.

2025 Winners Full List.

The 2025 ACT Care Youth Favourite

2025 Awards Ceremony

Thank you to our generous sponsors and partners

ACT Responsible Celebrates Creativity and
bold Leadership at the ACT Tributes 2026

Voices of Change
LIONS Impact Hub
Together for good