Press Release

World Economic Forum Launches Online Resource for Best Practices in Social Issue Campaigns

Platform “Creative for Good” explores creativity and communications as a driver of social change

The World Economic Forum, in collaboration with the Ad Council and Ketchum, launched an online resource for case studies of effective public education campaigns. The platform, dubbed“Creative for Good,” brings together over 60 campaigns from around the world on social issues such as education, health and environment. This initiative was conceived and executed over two years by the World Economic Forum’s Global Agenda Council on the Future of Media, with the objective of helping smaller NGOs and organizations create their own public service campaigns. It does so by giving such organizations access to a range of successful campaigns from different regions, along with a user-friendly “how to” guide. The initiative also shares insights on success factors and connects users to the campaign sponsors and creators.

“This initiative will help organizations with a strong social purpose but who have small communications budgets to make a bigger impact through the power of media and communications,” said Diana El-Azar, Director for Media, Entertainment and Information for the World Economic Forum.

The platform attracted more than 100 submissions from around the world, which were vetted by an advisory committee made up of 17 media, communications and social marketing executives.The campaigns featured on the platform included Hair for Hope, from Thailand, which serves to give hope to cancer patients; Operation Christmas, which encourages FARC guerrillas in Colombia to demobilize; Germany Will Find You, which raises awareness on missing children in Germany; and Bell Bajao, which aims to stop domestic violence in India.

“Communications and PR can and should be a force for positive change, and we are delighted to be a part of this important new initiative in support of the World Economic Forum’s mission to improve the state of the world,” said David Gallagher, Senior Partner and Chief Executive Officer of Ketchum’s European operations.

“Creative for Good features inspiring and provocative case studies that will serve both as a catalyst and a guide for those who want to use their talents for social good. This initiative has the potential to help move the needle on many critical social issues,ultimately benefiting people throughout the world,” said Peggy Conlon, President and Chief Executive Officer of the Ad Council.

The platform is available to the public, and campaign submissions will be accepted regularly. The official launch is tomorrow at a workshop in Cannes. The platform will be promoted again at the World Economic Forum Summit on the Global Agenda in Abu Dhabi in November 2013.


Notes to editors


The World Economic Forum

The World Economic Forum is an independent international organization committed to improving the state of the world by engaging business, political, academic and other leaders of society to shape global, regional and industry agendas.

Incorporated as a not-for-profit foundation in 1971 and headquartered in Geneva, Switzerland, the Forum is tiedto no political, partisan or national interests (


The Ad Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.



Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. Named 2012 PR Agency of the Year (PRWeek and European Excellence Awards) and the winner of an unprecedented three consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Diversified Agency Services, a division of Omnicom Group Inc., visit

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