ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 11th Annual Shorty Awards

Every Beat Matters

Winner in Insurance

Audience Honor in Insurance

Entered in Social Good Campaign, Medium-Length Video

About this entry

In the 2016 Presidential Election, voter turnout dipped to its lowest in two decades, with only 55% of eligible Americans casting ballots. That means 20 million fewer people voted in 2016 than 2008.

PEMCO, a civically minded company committed to providing insurance to Northwest residents, was moved to change this statistic. As part of their community-focused Get Out the Vote initiative, PEMCO strove to fulfill their own civic duty by encouraging Northwest residents to make their voice heard—and vote.

With the high stakes 2018 Midterm Election nearing, PEMCO decided to not just speak to the communities they serve—but partner with them to craft the message they wanted to share. Joining together with poets, artists, musicians and students throughout their region, they imparted a simple, yet important, message—every vote, like every beat in a song, matters.

Why does this entry deserve to win?

When it comes to music, every note and beat matters. Each solitary tone feels lonely and unimpactful, but together they make music that moves people to dance, sing or even cry. Because as beats join together a perfect melody plays. When just one note is missing, the outcome falls off-key and incomplete.

Democracy, much like music, works best when everyone participates.

To relay this important message, PEMCO Insurance and Edelman partnered with local artists, musicians, students and community members to produce a music video underlying the importance of your voice, your vote.

PEMCO and Edelman activated a community-focused strategy that inspired and engaged Northwest voters. The message was fully nonpartisan, encouraging every member of PEMCO's community to make their voice heard, no matter how people planned to vote. The social strategy focused on promoting this togetherness and nonpartisan support, not divisive or combative behavior often found in political threads on social. Finally, PEMCO and Edelman sought out unconventional delivery methods throughout the community to ensure their message, just like each voter's voice, was heard.

The strategic approach included:

Nonpartisan Movement: PEMCO is proud to represent voters of all backgrounds and ways of thinking in Washington and Oregon. To ensure each community member felt included, inspired and heard, a nonpartisan message was central to this campaign.

Community-Centric Approach: To achieve a truly nonpartisan campaign, the team gathered members from across PEMCO's community to co-create the message. A local poet crafted the spoken word, another local community member and drum leader composed the musical arrangement and musicians from across the region performed the final piece. Therefore the message was not only intended for PEMCO's diverse audience—it was created by it.

Social to Serve Good: Today's social feeds are often filled with heated political messaging. No matter the party line or side of the story, we are consistently faced with heightened opinion and divisive messaging. This has turned many social platforms into combative arenas for debate. Edelman and PEMCO wanted to harken back to when social brought people together, encouraged community and sparked good will. Our nonpartisan, community-focused approach helped bring this mentality to life as we shared the video across social and internally with employees.

Sound Delivery: An unconventional and strategic delivery method was central to the campaign due to the importance of sound. As the key tenants to the video, the spoken word and drum chorus required viewers to tune in with the sound on. Therefore, Edelman crafted a unique paid campaign starting by launching the video at regional movie theaters in Washington and Oregon. Several theaters even ran the video at no charge because they so strongly believed in the message! Our paid strategy then retargeted those moviegoers, encouraging them to watch again, learn more and share the message. Supporting paid placements on social, native display and pre-roll rounded out the holistic approach.

Results

The campaign focused on raising awareness and inspiring action around voting in Washington and Oregon. The content was distributed for a two-week flight to a cross-section audience of potential PEMCO customers and potential voters on Amazon's advertising DSP, YouTube and in local movie theaters. This combination of paid, social and grassroots efforts resonated strongly with potential voters throughout the region.

Results included:

- 1.8M impressions across paid and organic channels

- 1.17M video completions

- 55,000* in-theater completed views at local movie theaters

- An average completion rate of 64.01% (20% higher than average)

- The cost-per-completed view was 80% lower than average

- Highest midterm election voter turnout since 1966**

*Approximation based on theater attendance

**Cannot claim full credit—but we know we played our part!

Media

Video for Every Beat Matters

Produced by

Edelman, All is Well, PEMCO Insurance

Links

Entry Credits