ACT Responsible Marks 25 Years by Honouring Creativity for Good

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This year's Tributes to Champions of Good honoured six individuals whose work is helping shape a more equitable and sustainable future across business, advertising and civil society.

The 2026 honourees included Ulrike Decoene, Group Chief Communications, Brand & Sustainability Officer at AXA, for integrating business leadership, sustainability and brand purpose; Melanie Tobal, Founder and President of Publicitarias, for advancing gender equality across the advertising industry; Mirella von Lindenfels, Director at Communications Inc Limited and the International Programme on the State of the Ocean, for her work in ocean conservation; Sherri Aldis, Director of the UN Department of Global Communications for Western Europe, for strengthening public engagement with the United Nations' mission; Sheeraz Gulsher, Co-founder of People Like Us, for creating opportunities for underrepresented creative talent; and Kātene Durie-Doherty, Head of Māori Culture at Motion Sickness, for championing Indigenous leadership and cultural representation within New Zealand's creative sector.

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

The ceremony also recognised twelve campaigns through the ACT Tributes to Creativity for Good, selected entirely by public vote during the ACT exhibition rather than by a professional jury. Awards were presented across four categories—Education, Environment, Human Rights and Solidarity—highlighting work that combines strong creative execution with meaningful purpose.

    According to ACT Responsible, the exhibition's format gives particular prominence to print campaigns, allowing visitors to easily compare work on display and encouraging greater public engagement and voting through powerful visual storytelling.

The 2026 public favourites were:

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)

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 Firecatchers for Fédération nationale des sapeurs-pompiers de France by Havas Play (France)

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)

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)

The winners were announced during a live ceremony hosted by representatives from Nielsen, IAA France, WARC and the IAA Sustainability Council.

Founded in 2001, ACT Responsible has built a global network of agencies, brands, NGOs, media organisations and industry leaders committed to using creativity and communication to address social and environmental issues.

"Twenty-five years ago, ACT Responsible was founded on a simple belief: creativity can do more than sell products. It can change perceptions, inspire action and help build a better world. Today, that belief is more relevant than ever," said Sophie Guérinet, Co-Founder and Executive Director of ACT Responsible.

At a time when purpose is often questioned, ACT Responsible continues to highlight work where creativity is measured by the real-world conversations and change it inspires rather than only by craft.