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

HRC Launches Political Ads Aimed at Equality Voters in Swing States

Winner in Ephemeral Video

About this entry

The Human Rights Campaign represents more than 3 million members and supporters nationwide. As the largest national LGBTQ civil rights organization, HRC envisions a world where LGBTQ people are ensured of their basic equal rights, and can be open, honest and safe at home, at work and in the community.

In 2018, HRC's Equality Votes PAC knew we had to reach "Equality Voters." HRC was prepared to launch a digital ad blitz ahead of the crucial 2018 midterms, and prioritized races in key swing states and districts. These ads ran in Arizona, California, Florida, Georgia, Kansas, Minnesota, Nevada, Texas and Wisconsin.

HRC endeavoured to turn out Equality Voters using ephemeral videos on social media to ensure they made their voices heard in this critical election. In doing so, HRC helped to elect pro-equality members of Congress and key officeholders around the country.

Why does this entry deserve to win?

Partnering with the data and analytics firm Catalist, HRC created an "Equality Voter Model," building on decades of voter and polling data to assess the degree to which a person is likely to support pro-LGBTQ policies -- from marriage equality and adoption by LGBTQ parents, to laws that would prohibit discrimination on the basis of sexual orientation or gender identity.

Using the Equality Voter model, HRC's PAC showed these key voters short ads - almost all 6 and some 15 seconds- on social media channels to educate them about the LGBTQ records of candidates for Congress and other key statewide offices.

A sample of the ads can be found here.

The videos were released in a timely fashion, targeting voters in Early Voting states with a specific Early Vote message, as well as educating them about the candidates in key districts ahead of Election Day.

These ads were the only ads in the 2018 election cycle to target Equality Voters specifically, a group that is large enough to swing elections in many, many key swing states in the U.S.

HRC tested both style and messaging of ads, posting several flights ahead of Election Day to nail down our strongest look and message. Since they only lasted for a short period of time, we knew we had to get it right and created dozens of ads in the process.

HRC's Equality Votes PAC ran the ads for must-win races in the fight for equality. We ran ads for Senators Tammy Baldwin, Jacky Rosen and Kyrsten Sinema and other key pro-equality candidates including Sharice Davids, Angie Craig, Harley Rouda, Gina Ortiz Jones, Mike Levin, Stacey Abrams and Andrew Gillum.

Results

This multi-million dollar buy had more than 23 million impressions and 22 million views. With more than 18 million completions, the average video completion rate was 67.04 percent. From the ads, there will also more than 60,000 clicks to hrc.org/vote, HRC's voter mobilization center. In each state where HRC ran ads in support of Senate candidates, those candidates won.

By the end of the election cycle, HRC's Equality Votes PAC raised and deployed a record $3.2 million to support priority candidates. In Arizona, Nevada and Wisconsin, HRC made a robust investment in successful, highly-engaging digital ads and direct mail to motivate and mobilize target voters for Senators Tammy Baldwin, Jacky Rosen and Kyrsten Sinema and other key pro-equality candidates including Sharice Davids, Angie Craig, Harley Rouda, Gina Ortiz Jones, and Mike Levin.

Media

Video for HRC Launches Political Ads Aimed at Equality Voters in Swing States

Produced by

Human Rights Campaign

Link