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.

USA Track & Field RunJumpThrow Program

Finalist in Multicultural Community Engagement

Objective

RunJumpThrow is a free, hands-on learning program created by USA Track & Field (USATF) and The Hershey Company. The program was developed to get all kids, ages 7-12, excited about physical activity by introducing them to basic running, jumping and throwing skills through track & field. The program's objective is to offer an opportunity for children to learn new skills, make friends and have a lot of fun running, jumping and throwing with teachers, coaches and parents. With a special focus on reaching under-served children, RJT encourages kids to get excited about track and field, or to apply those skills to other sports.

Strategy

USATF brought RunJumpThrow Experiences to schools across the country in 2016. While focusing on under-represented communities and schools, RunJumpThrow Experience events were held in New Jersey, New York, Atlanta, Washington, Los Angeles, Florida, Oregon and Idaho.

In 2016, USATF and Hershey incorporated members of U.S. Olympic Team into their programing, fresh off their gold medal performances at the 2016 Summer Olympic Games. In doing so, there was a unique relationship cultivated between America top's track & field talent and the potential runners, jumpers and throwers of the future. Participating athletes included: Allyson Felix, Jenny Simpson, Daliliah Muhammad, Kristi Castlin, Michelle Carter, Jeff Henderson, Will Claye, Arianna Washington and Emma Coburn. With medals in hand, the athletes surprised elementary students by demonstrating activities and encouraging kids while they performed the drills.

In an effort to further reach diverse communities and often under-represented youth, USATF has partnered with the YWCA USA and Sigma Gamma Rho Sorority Inc. YWCA USA, with their stated goals of enhancing the lives of young girls of color. YWCA offers the RJT curriculum to their membership as a way to maintain an active lifestyle. As a historically Black sorority, Sigma Gamma Rho, uses the RJT curriculum as a way to further engage the youth in primarily African American communities.

In 2016, more than 200,000 children and 1,100 schools participated in RunJumpThrow.

Results

RunJumpThrow was highlighted in media coverage through traditional, broadcast and social media coverage. National and local print and online media coverage included but not limited to Associated Press, Teen Vogue and USA Today and resulted in more than 37.8M impressions. Broadcast coverage totaled more than 4.6M impressions.

Socially, Twitter posts mentioning the RunJumpThrow program had a reach of 2.15M with Instagram reaching 819K and Facebook reaching 64.5K.

Media

Video for USA Track & Field RunJumpThrow Program

Produced by

USA Track & Field

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.