Our mission.
Our mission
Our mission is to inspire, promote and unite the advertising communication industry to share good practices on social responsibility and sustainable development.
Our actions
The association aims to highlight the power of advertising creativity when it comes to raising awareness on social and environmental issues, through a variety of initiatives: a digital library, an annual exhibition in Cannes, a yearly ranking of the best responsible campaigns, an award, and more.
Our goal
Our goal is to ensure the visibility of the most creative, powerful and striking communications campaigns to encourage production in these areas. We unite the advertising community around major issues to stimulate discussions, share good practices and take actions to make the changes needed to build a better future.
Our story.
A few days after the 9/11 attacks, a team from Adforum launched a call, “it’s our business to help”, encouraging the advertising community to stand up against terrorism.
Trade press, websites, associations and award organisers shared the call, uniting the industry around this cause. Creatives from over 30 countries quickly responded, offering their talent. Hundreds of creative pieces and tributes to the heroes and victims were shared.
The first exhibition of these campaigns took place at the Paris Advertising Week in November 2001, and during a New York trade event in December 2001. Thanks to the support of Bernard Brochand, the Deputy Mayor of Cannes, this was followed by the Cannes International Advertising Festival, in June 2002.
Since then, the call-for-action has become an international non-profit organisation managed by a team of volunteers, with the financial support of major players in the advertising industry. ACT Responsible has developed initiatives and partnerships with agencies, trade organisations, media, institutions and associations.
Our belief.
The fight against poverty, disease, exclusion, climate change, loss of biodiversity, protection of human and women’s rights, etc. are issues that concern us all. Often complicated and difficult to address, these causes need the talent of creativity to make a real impact and achieve real changes.
We believe advertising has an extraordinary power raise awareness on these complex issues, giving us the keys to trigger actions, help change mentalities and accelerate understanding.
If, like us, you believe advertising has a role and responsibility in addressing these issues, join the ACT Community.
