4th Annual Shorty Social Good Awards Categories

See below for official categories. The early entry deadline is on June 26th, 2019 at 11:59pm ET.

From the 10th Annual Shorty Awards

March of Dimes and Barkley -- Lullacry

Winner in Health & Fitness

About this entry

A majority of Americans know of March of Dimes as the non-profit that helps babies born premature. Barkley was tasked with introducing the organization to the 9 of 10 women who do not experience birth complications through a campaign that centered on the idea that the sound of a healthy, happy baby is the sound of a healthy, happy tomorrow.

Why does this entry deserve to win?

To do this, we created the Lullacry. It's a version of the familiar Brahm's Lullaby made from a sound that's also familiar to parents - the cries of infants. The campaign video and accompanying two-hour YouTube mix were designed to comfort and sooth the nerves of crying babies and new parents.


To date, more than 112 million people have read about or seen the campaign via earned media and influencer impressions, more than half a million women have viewed the campaign video, and more than 10,000 moms have visited the campaign website to learn more about how to give more women a healthier tomorrow. AdAge even named the Lullacry concept as the Editor's Pick: All in the name of raising awareness with new women for an 80-year-old organization.


Video for March of Dimes and Barkley -- Lullacry

Produced by

Barkley, March of Dimes


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, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The Shorty Social good awards early deadline is on june 26, 2019.