About Creative For Good


As much as world change may be about politics or economics, at its heart it’s a creative proposition. It’s about insight, engagement and persuasion. It’s about ideas that are imagined, communicated and delivered in ways that move individuals, communities and whole societies to change the way they think and act.

And while the currency “ time, energy, money – changes from issue to issue, the fundamentals of the transactions remain constant: one party inspires another to realize a better world. And to act.

This project is hosted and led by the World Economic Forum’s Global Agenda Council on The Future of Media, the independent international organization committed to improving the state of the world by engaging leaders on a host of global and regional issues.

The Initiative

Creative For Good is an online initiative that will serve as a repository of brilliant, inspiring and effective public education campaign case studies worldwide, as well as a brief how-to guide and resources for organizations embarking on such efforts. A template of the site with a few campaign examples can be seen at http://www.weforum.org/best-practices/creative-good/.

One of the initial contributors to the website is the Ad Council (the leading producer of public education campaigns in the U.S.) which is developing and collecting content for the website, with the support of an Advisory Committee comprised of leaders from a host of communications, advertising, public relations, social marketing, and advocacy organizations. The Committee will be responsible for vetting content and campaign submissions from around the world.

The project is non-partisan and politically independent.

Project Goal And Audience

The initial goal of this effort is to increase the number and effectiveness of pro-social campaigns worldwide. It is expected that novice and experienced social campaigners, as well as others who are interested in the field, will utilize the site.

Campaign Submission And Guidelines


Non-profits (NGOs) or government entities, as well as corporations working together with these groups and/or their advertising/marketing/PR agency representatives may submit any pro-social campaign that is non-commercial, non-political and that does not advocate for any particular legislation.

Key Criteria

Campaign submissions need to be able to demonstrate a smart strategy, top-notch creative work, and impressive results. The Advisory Committee reserves the right to not include any campaigns that do not meet these standards.


The campaigns submitted can include health, safety, education, the environment, community, and social justice issues.

Use of Media and Campaign Timing

Media campaigns submitted must have utilized one or a number of paid, donated or earned media vehicles, including social media, and have been active within the last five years.


The campaign description for the submission needs to be in English. Advertising or other creative materials may be submitted in other languages but will need to be accompanied with English subtitles or translations.

Submission Forms and Deadline

Click on http://www.weforum.org/content/submission-form for the submission form and information about uploading creative materials.

The deadline for campaign submission is 15 February 2013. Questions about submissions and the project as a whole can be forwarded to George Perlov, Project Consultant, at george@perlov.net.