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

The Commencement

Finalist in Long Form Video

Audience Honor in Long Form Video

About this entry

Graduation day. The moment your name is called on stage, diploma about to be gripped proudly in hand. That is where this video begins for Samir, an Indian student graduating from an English-speaking university. His story is one of perseverance, sacrifice and courage, and this day is not only a culmination of years of hard work, but the commencement of something greater.

The U.S. has historically been a stronghold destination market for international students who wish to pursue higher education and use it to achieve personal and professional goals. However, in recent years, various socioeconomic and sociopolitical challenges have caused steep decline in international students, especially Indian students, in the U.S. To TOEFL, losing U.S-bound students equals losing business revenues. The brand needed a way to reconnect positively with this audience, to increase engagements and to be top-of-mind again.

Why does this entry deserve to win?

For a child born in India, it can be hard, if not impossible, to find their way out of the role they were born into. A proven escape from poverty is learning English and earning a degree abroad. This is where the TOEFL® test can make all the difference. More than just an English-proficiency test required for university applications, it's a mentor, a guide, and a means to improve English skills in pursuit of a degree – creating opportunity locally and globally.

The TOEFL Commencement video engages with Indian students and parents in an authentic, meaningful way by illustrating this journey. It relates on a highly emotional level, but more importantly, is sparking a vital audience to take the next step toward reaching their full potential.

Results

The results have been powerful – not only millions of views and shares, but true change. The negative sentiment has started turning to hope. Indian students are seeing their options in a new way. In the face of obstacles, they are turning to the TOEFL test to help them break through.

Specifically, the video has garnered a sizable cross-platform engagement rate of 15.44% (exceeding higher education industry benchmark by 361%).

To date:

> 62MM impressions

> 2.8MM views on YouTube

> 2.6MM views on Facebook

Media

Video for The Commencement

Produced by

MRM//McCann, ETS

Link