2nd Annual Shorty Social Good Awards Categories

Entries for the Shorty Social Good Awards are open now! Official categories listed below.
The regular deadline is August 30, 2017

Nando's PERi-PERi: Everyone Is Welcome

Entered in Food & Beverage, Social Justice, Multi-Platform Campaign, On a Shoestring

Objective

Donald Trump's presidential election made many in Washington, D.C. feel their values were under attack.

Nando's PERi-PERi, which has 27 restaurants in D.C. and its surrounding area, felt compelled to cut through the polarized, antagonistic atmosphere with a message of inclusivity. Motivated by its roots in South Africa, Nando's sought to stand up for those most marginalized, including its own immigrant employees. Aware that many were struggling to effectively communicate their frustration, we decided to take the lead.

Strategy

Ten days before inauguration, we installed full-window signs in all of Nando's D.C. restaurants with the following message:

Nando's PERi-PERi is an IMMIGRANT EMPLOYING, GAY LOVING, MUSLIM RESPECTING, EQUAL PAYING, MULTICULTURAL chicken restaurant where EVERYONE IS WELCOME.

We placed the statement on the counters of Nando's restaurants, staff t-shirts, a custom website for download, and in the Washington Post Express—D.C.'s commuter newspaper with a reach of 339,000—via a full-page ad. But we wanted even more people to have a voice.

Two days later, we distributed 60,000 posters through the Express featuring the "Everyone Is Welcome" message—unbranded—so anyone could use them. We encouraged readers to place them in their windows during inauguration week to make explicitly clear that "Everyone Is Welcome." The posters took on new life as protests signs almost immediately, appearing in protests across the United States for months after the campaign's launch.

Results

Results included:

The campaign became an international celebration of inclusivity that extended beyond the brand, reflected the shared values of Nando's and the U.S., and reminded the world that Everyone Is Welcome.

* Week of Jan 22, 2017 - Mar 20, 2017, fast casual industry benchmark.

Media

Video for Nando's PERi-PERi: Everyone Is Welcome

Produced by

NOBODY, Nando's PERi-PERi

Links

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 Shorty Social Good Awards will be held NOVEMBER 2017 in NYC, Date to be announced shortly.