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

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Social & Racial Justice

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Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

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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

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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

The Chi

Finalist in Multicultural Community Engagement

About this entry

Welcome to The Chi, a SHOWTIME original series from creative powerhouses Lena Waithe and Common, which focuses on life in the South Side of Chicago. Through our social campaign, we sought to drive awareness and generate excitement among African-American audiences, through a presence that would extend the viewing experience. Content provided a window into this world, showing the complexity and depth of the characters. At the heart of the series is a community full of hope and struggle, which we brought to life on social media.

Why does this entry deserve to win?

We set out to establish a robust, engaging digital presence to complement and drive awareness for this new original series. We connected with viewers though an authentic portrayal of the South Side, showing a slice of life in this community, from the block parties to the music and lifestyle. We also leveraged participation from the cast and creators, who were highly active on social media, to bring fans closer to the characters and community they loved.

Our custom content focused on universal challenges that the audience could relate to. This sparked conversation and drove interaction as the story unfolded.

We partnered with Giphy to create a dedicated The Chi profile, and curated a collection of GIFs for fans to share. They used these GIFs of their favorite moments and characters as they reacted to each episode, and have continued to use them after the season finale.

We highlighted fan sentiment every week, shining a spotlight on members of our social community. We also engaged regularly with fans talking about the show, making sure they felt seen and continued to be invested in this series.

We also offered behind the scenes content to allow fans to dive deeper into the series. Through photos and soundbites, fans heard from the cast and creators directly, and got an inside look at how the story came together.

In the leadup to finale and after Season 1 ended, we also reminded fans about the characters and moments they loved, to tide them over until Season 2.

Results

The Chi community grew rapidly over the course of Season 1, and conversation has continued year round. This engaged fanbase joined us every Sunday to watch together, even when episodes were up against major award shows and sports events. Conversation continued throughout the week, as fans discussed the twists and turns with each other and the series cast and creators, and has sustained even after the season finale.

Media

Video for The Chi

Produced by

Showtime Networks

Links

Entry Credits