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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 1st Annual Shorty Social Good Awards

Reporting For Duty in Detroit

Entered in Integrated Campaign

About this entry

The Mission Continues empowers veterans adjusting to life at home to find purpose through community impact. In June of 2016, we embarked on a new kind of veteran-led service event, a Mass Deployment.

Mass Deployments deploy veterans from across the country and engage local partners in a single city over the course of a week. We select cities with a need for revitalization and the potential for sustainable growth, ensuring our efforts and resources have a visible impact within the communities we serve. Our purpose: To seed future leaders, sustainable operations and recruit veterans to join The Mission Continues — while inspiring others to serve.

We recognize that veterans are a powerful force when called upon to serve. Using their skills, leadership and experience, they can help revitalize a city, street by street and block by block. This pilot would be tested against five primary goals:

1) To seed points of inspiration from one location to across the country in our veteran's local communities

2) To provide a unique opportunity for veterans to serve as trailblazers in the community

3) To provide a shot in the arm to build capacity at the local level to make a difference and impact with long lasting implications

4) To recruit veterans to lead and participate in programs at The Mission Continues

5) To drive compelling and inspiring stories of service that inspires others to take action.

Why does this entry deserve to win?

Beginning in February of 2016, five months prior to the event, we began launching a multi-front, integrated marketing and recruitment effort. This effort coalesced around three primary target audiences.

1) Veterans eligible to take part in the event, who through a selective application process, would go on to serve as one of 70 veterans who would comprise the core of the service effort.

Strategy: Through the establishment of a landing park, direct email marketing, supported by multimedia including a promotional video, veterans were contacted and asked to report for duty in Detroit.

2) Detroit residents and community leaders who would augment and support the core team of 70 veterans.

Strategy: In partnership with FOX Sports Detroit, we aired a PSA for the event and ramped up digital recruitment efforts. Our team also produced multiple videos highlighting the need in each community we would be serving, including at Central High School, Osborn Neighborhood and Recovery Park.

3) Veterans nationwide who would be inspired by the story to take action in their community.

Strategy: Through traditional media, we sought to amplify the story of Operation Motown Muster through major national, local and military news outlets.


Results

1) To seed points of inspiration from one location to across the country in our veteran's local communities

Result: 70 veterans from across the country took part in the week-long service event. Among these veterans, 97% reported being satisfied with their experience and feeling a new sense of camaraderie during the event.

2) To provide a unique opportunity for veterans to serve as trailblazers in the community

Result: 94% of community members reported being prideful in their community after participating in Operation Motown Muster

3) To provide a shot in the arm to build capacity at the local level to make a difference and impact with long lasting implications

Result: Operation Motown Muster supported ongoing revitalization efforts at four locations across the city: Central High School, Priest Elementary School, the Osborn Neighborhood and Recovery Park.

4) To recruit veterans to lead and participate in programs at The Mission Continues

Result: 97% of veterans who participated reported wanted to participate in a future Mass Deployment.

5) To drive compelling and inspiring stories of service that inspires others to take action.

Result: Operation Motown Muster generated strong media coverage, appearing in print, digital and radio features in national, local and military outlets, including: CBS News, AP, Fox News, ABC News, USA Today, The Detroit News, and Military Times. And on social media, engagement increased by 242% during the event.

Media

Video for Reporting For Duty in Detroit

Produced by

The Mission Continues

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.