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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.

Meet the Spokespoon

Finalist in Images, North America, Spokesperson

Audience Honor in North America

Entered in Health & Fitness, Social Good Campaign

Objective

How to you get busy "not-a-moment-to-spare" passersby to stop to think about hunger and homelessness on the streets of New York City? You walk around with a "bigger-than-life" symbol that compels people to stop and ask "can I hold that?"

Strategy

Meet The Spokespoon. A giant spoon that toured New York serving up compassion to help end hunger in our community.

Once people saw it, they couldn't help but ask to have their picture taken with it. The Spokespoon was embraced at Grand Central Station and The Waldorf-Astoria Hotel. On Park Avenue and in Central Park. From the scaffolding of the Time Life Building to the steps of The Actor's Studio.

The photos were then posted online and on social to build awareness and sell tickets to Fare Share Friday, an extraordinary dinner supporting the Crossroads Community Soup Kitchen and Food Pantry.

Any organization can have a spokesperson. But only we had the oversized charm of The Spokespoon. After all, it takes a large helping to serve the needs of New York.

Results

In a span of four months, social engagement on Facebook and Instagram rose by 127% while our following increased by 48%. Media impressions hit 7M. And by December 2016, our charismatic Spokespoon helped raise more than $100,000 for Crossroads Community. Making friends and dishing out support to end hunger in New York City.

Media

Video for Meet the Spokespoon

Produced by

Saatchi & Saatchi Wellness, Crossroads Community

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, Vine and the rest of the social web.

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