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 12th Annual Shorty Awards

The Ad Council & The Alzheimer’s Association: Our Stories Campaign

Winner in Social Good Campaign

About this entry

More than 5 million Americans live with Alzheimer’s but less than half are diagnosed. While there’s no cure for the disease, getting an early diagnosis is critical, as it can lead to better outcomes for both individuals with Alzheimer’s and their loved ones. The prevalence of the disease is higher among African American and Hispanic adults.  

Research shows that close family members, who know their loved ones best, are typically the first to notice memory issues or cognitive problems in their spouses or parents, but they’re often hesitant to say something – even when they know something is wrong.

The Ad Council, The Alzheimer’s Association and the community came together to create the Our Stories campaign in order to empower adults to trust their gut and have a conversation about Alzheimer’s when they notice something different in a loved one.

Why does this entry deserve to win?

To better understand our target audience’s perspective on this issue, we conducted extensive qualitative research with our target audience, inspiring our “way in” for the campaign. Through that research, we discovered that for many in our target audience (adults 45-65 with a parent or spouse 65+) the possibility of a loved one having or developing Alzheimer’s is often not on their radar. If a loved one exhibited signs of the disease, the symptoms were often dismissed as being signs of old age… not a major cause for concern. And for those who did have Alzheimer’s on their radar, many didn’t understand the major benefits of getting a diagnosis or know how to approach the conversation with a loved one if they did have concerns

To empower people to take the critical first step towards getting a diagnosis by initiating a conversation with their loved one, we needed to give them permission to act on their gut when they noticed a change in a loved one’s attitude or behavior.

This strategy is brought to life in Our Stories, a national multimedia, English & Spanish PSA campaign that appears entirely in donated, earned and owned media. This includes:

The creative features real stories of people who noticed cognitive changes in a family member and took the first, difficult step to initiate a conversation. All PSAs drive to the campaign website, Alz.org/OurStories, which provides an immersive web experience and uses innovation and art to show the real stories of families living with Alzheimer’s. The website also includes a new, interactive conversation guide to help families talk about Alzheimer's, as well as useful resources that inform users about the signs/symptoms of the disease.

Results

In the seven months since the Our Stories campaign launched, the PSAs have received over 277,967,776 impressions through support from top outlets ideal for reaching our audience, including Comcast, A&E and Lifetime.

PSAs have driven over 75,000 visits to the campaign website within that time. More than 2,000 people have swiped through three of the conversation cards in our interactive discussion guide, and more than 1,000 people have completed at least one video on the site.  

Additionally, we’re already seeing meaningful shifts in our target’s attitudes and behaviors. In the first 6 months of the campaign, our continuous tracking study (fielded through Ipsos Public Affairs) has shown the following shifts among our target audience, indicating that they are seeing the work and it’s resonating:

Media

Video for The Ad Council & The Alzheimer’s Association: Our Stories Campaign

Produced by

The Ad Council, The Alzheimer’s Association & The community

Links

Entry Credits