Four campaigns developed by VML have been selected for inclusion in ACT Responsible’s 2025 “Great Ads for Good” exhibition at the Cannes Lions International Festival of Creativity. The exhibition, which showcases creative work addressing social and environmental issues, features VML's contributions across both physical and digital platforms.
The selected campaigns are:
- Sound Sites: In partnership with the Tennessee Department of Tourist Development, this initiative enhances online accessibility for visually impaired travelers by replacing standard image descriptions with poetic alt-text written by renowned songwriters.
- SupportBelt: An initiative designed to provide emotional and psychological support to individuals facing challenging circumstances, emphasizing the importance of mental health and community support.
- Timeout Against Hate: A campaign that addresses online hate speech, encouraging users to take a pause and reflect before engaging in harmful digital interactions.
- #UnplasticIndia: This campaign for The Times of India uses striking visuals to depict the harmful impact of single-use plastics on marine life, aiming to drive behavioral change in plastic consumption.
ACT Responsible’s exhibition at Cannes Lions serves as a platform to highlight the role of advertising in promoting social responsibility and positive change.
