WHY THE GOOD REPORT ?
Advertising is too often confined to its commercial side, and we tend to forget the other part of its role: information, awareness and education. For 15 years, the Good Report collected the best ads promoting sustainability, equitable development and social responsibility to raise awareness on the world’s major issues. Still no specific recognition is offered to agencies, giving time and talent to support the communication of public interest causes. Yet the commitment of communication professionals for these causes is fundamental; without communication campaigns these causes couldn’t make themselves known. In a time of crisis, it is understandable that some agencies are pulling out under the guise of budget cuts. The association has decided to create The Good Report to celebrate agencies that continue to support these major causes, in order to motivate and inspire creativity and production.
AIR, partner of McCann in Brussels, is the 2nd most successful agency out of 20 in the world to defend good causes.