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.

#ReadingforROOTS

Finalist in Multicultural Community Engagement

Objective

We were asked to promote HISTORY's reimagining of the landmark miniseries ROOTS. To honor this groundbreaking story, we decided to create a campaign that would actually reconnect modern African American families with their lost ancestors.

Strategy

We partnered with the Freedman's Bureau Project to launch Reading for ROOTS, a multi-platform campaign that called upon the public to help transcribe thousands of aging Civil-War era documents, thereby saving the names and histories of enslaved people from disappearing forever.

As participants found names, dates, and other information in these hand-written records, they were digitized and entered into a searchable database.

Results

In just three weeks, our campaign helped the Freedman's Bureau Project reach 100% of its goal by transcribing over 14,000 names. Those names give a potential 22 million Americans of African descent a chance to trace their roots.

Media

Video for #ReadingforROOTS

Produced by

360i, The Freedmen's Bureau Project, Family Search, Smithsonian Museum, A&E - HISTORY

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, 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.