Creativity has spoken! Assume That I Can by SMALL for Coordown has claimed the ACT Care Award Grand Prix.
For the 17th edition, the ACT Care Awards have celebrated excellence in advertising that promotes care for people and the environment, addressing critical issues such as public health, sustainability, safety, human rights, education, and more. Created in collaboration with the European Association of Communication Agencies and the European Parliament, the awards aim to foster dialogue, share best practices, and drive behavioral change on key global challenges.
From a shortlist of 30 remarkable entries, our 2024 jury of experts selected nine campaigns from five countries, recognizing their outstanding impact.
"It was such an honor to look into dozens of great communication campaigns and it was a challenge to select the best. Each nominee shows how creativity and humanity can solve the challenges of our times. Let’s celebrate their work which can inspire others to take action too. This makes the ACT Care Award so outstanding and special."
In a world of growing challenges, caring for people has never been more essential. This year, as global events shine a spotlight on France, the opportunity to bring hope and solidarity within the advertising community is greater than ever. That’s why the ACT Care Awards continue to stand as a beacon, celebrating the power of creativity and excellence to inspire change and bring us closer together.
"Once again this year, the discussions were enriched by the diversity of perspectives from the expert jury members. The exceptional quality of the shortlisted campaigns made the task particularly challenging, especially when it came to selecting the Grand Prix. We are thrilled to see the campaign Assume that I Can for Coordown by SMALL win this edition, a beautiful tribute to the Paris Paralympic Games. This shift in perspective on disability will help drive positive change in our society”
2024 Winners Full List.
Grand Prix – Assume That I Can by SMALL for Coordown – USA
Sicker Than the Patients by adam&eveDDB for Frontline 19 – UK
Sightwalks by Circus Grey for UNACEM, Cemento Sol – Peru
The Shotline by MullenLowe U.S for Change the Ref x March for Our Lives – USA
Call Glenn by VML Belgium for Child Focus – Belgium
Untangling the Politics of Hair by FCB India for STIR Magazine – India
Dreamcaster by FCB New-York for AB InBev, Michelob ULTRA – USA
You Don’t Know the Half of It by Havas New-York for The Harris Project – USA
The Other Prostate Check by TBWA\MCR for Prost8 – UK
Youth Favourite – The Body Bag for Her by Forsman & Bodenfors and Veritas Communication for Aura Freedom – Canada
"We are deeply honored to receive this award and proud of all this campaign has accomplished so far. We believe it has helped many people recognize that embracing positive assumptions about people with Down syndrome creates greater opportunities for them in schools, workplaces, relationships, communities, and everyday activities. Shifting mindsets for the better is the most meaningful outcome we could hope for from a campaign like this."
Special Category "Youth Favourite".
Since 2022, ACT Responsible engaged students from communication schools to play a key role in the ACT Care Awards by voting for their favorite campaign from the shortlist. This year, the Youth Favourite, the category reflecting ACT Responsible’s mission to amplify the visibility and impact of meaningful campaigns to younger audiences, was proudly given to The Body Bag for Her by Forsman & Bodenfors and Veritas Communication for Aura Freedom, Canada.
A heartfelt thanks to IHECS (Belgium), Coventry University (United Kingdom), ESP (France), and ISEGCOM (France) for their enthusiastic participation. A total of 46 students from four schools across three countries took part in this inspiring initiative.
"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."
