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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

#EndImpairedDriving

Entered in PSA

About this entry

In a perfect world, impaired driving wouldn't exist.

In an effort led by the Foundation for Advancing Alcohol Responsibility, more than 30 traffic safety and health advocacy organizations joined together to launch a new initiative to end impaired driving. The resulting public service announcement, released in both English and Spanish, is titled #EndImpairedDriving.

The goal of the PSA is to remind Americans that driving impaired – in any form – is dangerous and preventable and to leave the viewer with a memorable, inspirational message that will positively effect their driving behavior.

The campaign emphasizes a comprehensive approach to impaired driving, shedding light on the "Four D's" of impaired driving – drunk, drugged, distracted and drowsy.

Drunk Driving

In 2014, 31 percent of traffic fatalities involved a drunk driver. Drunk driving fatalities have decreased 27 percent from 2005 to 2014, but the percentage of overall fatalities has remained flat.

Drugged Driving

Twenty-three percent of night-time drivers tested positive for illegal, prescription or over-the-counter medications (based on the combined results of oral fluid and blood tests or both).

Distracted Driving

In 2014, 3,179 people (10 percent of overall traffic fatalities) were killed in crashes involving distracted drivers.

Drowsy Driving

In 2014, nearly three percent of all traffic fatalities involved a drowsy driver, and at least 846 people were killed in crashes involving a drowsy driver.

Why does this entry deserve to win?

Strategy and Tactics

In February 2015, Responsibility.org commissioned a national survey of 1,000 adults, 18+ years of age, using the GfK OmniWeb with Knowledge Panel, to assess their attitudes and opinions regarding impaired driving.

The research revealed American adults identify distractions (texting, talking on phone, eating, etc.) and alcohol as leading impairments to a driver's ability to safely operate a motor vehicle (87% and 83%, respectively). Other impairments include lack of sleep/driving when tired (74%), illegal drugs (74%) and prescription medications (61%). More than half of respondents (55%) selected all of the behaviors as something that impairs a driver's ability to safely operate a vehicle. Similarly, 51% of respondents cited distracted driving as the impaired driving behavior most likely to impact them while driving, more than double the number who cited drunk driving (25%) and three times the number identifying drowsy driving (16%); one in 25 adults (4%) believe drugged driving will most likely impact them while driving.

Four out of five American adults (79%) believe drivers distracted by texting, talking, or multi-tasking pose the most danger on the roads, ahead of drunk drivers (68%), drivers who fail to observe/obey traffic laws (55%), drivers under the influence of drugs (53%), drowsy drivers (42%), teen/inexperienced drivers (33%), elderly drivers (24%), or improperly maintained vehicles (21%).

Execution

Responsibility.org conducted qualitative research in two phases, to test the initial Impaired Driving spot concept and assist in message development and then to test mock videos developed as a direct result of the phase one findings.

Phase one consisted of four focus groups in Chicago and Phoenix, and phase two consisted of six focus groups in Denver, Houston, and Philadelphia; all focus group participants were adults 21-59 years of age with a valid driver's license. Consistent with the quantitative survey, participants defined "impaired driving" as driving while intoxicated, driving and texting, driving under the influence of drugs and driving while tired. Participants agreed texting while driving is increasing and intensifying as the next technology-enabled generation adds millions of new, inexperienced drivers to the roadways each year. Additionally drugs are viewed as an emerging driving threat; participants believe the legalization of marijuana will exacerbate the behavior and cause more traffic crashes and deaths.

Participants believe modeling the proper behavior for the next generation of drivers is a genuine and appealing way to communicate the importance of making positive choices when driving. They also believe communications stressing a driver's personal responsibility behind the wheel will resonate. Building upon this, the End Impaired Driving spot was created and tested. Respondents responded to and supported the positive tone and uplifting message and said it delivers a clear sense that people need to get involved to stop impaired driving. Participants thought it shows that by being responsible yourself, you can do your part to say or do something to prevent impaired driving.

Results

The English-language version of the PSA launched on December 21, 2015. The Spanish-language version launched on April 21, 2016.

The English #EndImpairedDriving PSA

Facebook:

Twitter:

Youtube:

The Spanish #EndImpairedDriving PSA

Facebook:

Between the 13th and 15 th of May, we spent a total of $5,000 on advertising. To this day, the Spanish PSA has:

Youtube:

Combines total views of English and Spanish PSAs: 1,503,374

Media

Video for #EndImpairedDriving

Produced by

Responsibility.org

Link

Entry Credits

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.