The latest edition of the ACT Good Report confirms a shift the industry has been sensing for some time: the line between creativity, social responsibility and business impact is becoming increasingly blurred. In this context, the campaign Three Words for AXA, created by Publicis Conseil, has been named the world’s most impactful campaign for social good in 2026.
With this result, Publicis Conseil secures its position as the leading agency globally, while Publicis Worldwide is ranked as the top network. AXA leads the advertisers ranking, further reinforcing the growing role of major brands in shaping socially relevant narrative
Creativity beyond communication
The ACT Good Report, developed in collaboration between ACT Responsible and WARC, is a unique global ranking of creative work that drives social and environmental impact. Unlike traditional awards, the focus is not only on the idea or execution, but on the real change campaigns create.
The methodology combines results from the WARC Creative 100 Ranking with ACT initiatives, including exhibitions, awards and its project database, creating a benchmark that rewards what the industry increasingly values: relevance beyond communication.
A balance between brands and the social sector
The 2026 results reveal a notable balance across different types of organisations: 20 campaigns were created for non-profits, 17 for commercial brands, one for the public sector, and two represent collaborations between brands and non-profit organisations.
In total, 1,008 campaigns from 75 markets were evaluated, further confirming a global shift towards creativity with broader societal significance.
Top-ranked campaigns
Among the projects that defined the year are:
- Three Words for AXA – Publicis Conseil (France)
- Ink of Democracy for The Times of India – Havas Worldwide (India)
- The Shooting for Articulo 19 – Grey Mexico
- 36 Months – Raising The Age Of Social Media Citizenship – Supermassive (Australia)
- Recipe For Change for Arla Foods – FP7 McCann (UAE)
These campaigns demonstrate how creativity is increasingly used as a tool to address complex societal issues, from media freedom to digital responsibility.
Agencies, networks and markets
Alongside Publicis Conseil, leading agencies include BETC Paris, Grey Mexico, X3M Ideas and Serviceplan Germany. At network level, Publicis Worldwide, Havas Group and McCann Worldgroup lead the ranking, with BBDO and TBWA\Worldwide also among the top performers.
On the advertiser side, alongside AXA, standout organisations include The Times of India, Articulo 19, Unilever and Arla Foods, confirming that social impact is no longer limited to the non-profit sector.
Geographically, France leads the ranking, followed by the United States, the United Kingdom, India and Brazil.
The changing role of brands
As Isa Kurata of ACT Responsible points out, this year’s results signal a clear shift: brands are increasingly stepping up to address real-world issues, using creativity as a way to take a stand.
At the same time, Amy Rodgers of WARC emphasises that creativity as a force for positive change has never been more important, particularly when ideas not only capture attention but also drive behaviour.
