9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

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.

Money Doesn't Make it OK

Finalist in Pets & Animals, Social Activism

Entered in Non-Profit, Video

Objective

Everyone remembers the social outcry after Zimbabwe's beloved Cecil the lion was shot and killed by that dentist. So, Friends of Animals requested our help getting a law passed, that would make it much harder for these hunters to kill and keep their trophies.

Strategy

The goal was to grab attention by attacking the claim that hunters actually help preservation by paying to hunt. Ridiculous. Since trophy hunting is huge debate on social media, this video intended to raise the discussion once again, call these hunters out on their bullshit, and reignite the public's anger over Cecil. The ultimate goal? Collect donations and signatures to help pass Cecil's law, so we can eventually stop trophy hunting once and for all.

Results

The video was the first asset launched on 12/9/16. It was received well with a variety of comments mostly positive. It was even flagged by Facebook as inappropriate but we were able to get it back on within 24 hours of it being pulled down. As previously explained someone probably reported the video as inappropriate but with a well written explanation to what it was all about Facebook reinstated. The campaign made up for the missed time in terms of spending. The call to action here was "Learn More". With nearly 350,000 initial impressions, it's safe to say, we reignited people's anger over this senseless killing.

Media

Video for Money Doesn't Make it OK

Produced by

Chemistry South, Friends of Animals

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, Vine and the rest of the social web.

The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.