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

Beauty Mark

Winner in Beauty

About this entry

Beauty standards are impossible. Women face tremendous pressure to keep up with ideal images, and it’s negatively impacting everyone’s mental health. In fact, the American Medical Association has declared images in the media as a health issue.* That’s why CVS, a purpose-driven retailer, introduced an initiative focused on creating a better, healthier beauty experience. 
As we set out to expand our presence in the beauty category, we quickly realized that the industry itself was driving a rapidly rising health concern; years of one-size-fits-all models and photoshopped imagery in marketing material was putting tremendous pressure on women to achieve an impossible beauty standard, lowering their self-esteem and confidence.

Women now turn to photo-editing apps where they can slim, erase, lighten and digitally alter personal photos in their own time. Social media became flooded with unrealistic imagery from influencers, celebrities, and now, everyday people. In fact, in 2017, photo-editing app, FaceTune, was the most downloaded paid app of the year, with over 50 million downloads. 

We saw this as call to action. Our challenge was to give consumers what they needed — a way to feel better about beauty and shopping for beauty products.

Our main objectives were to:

Why does this entry deserve to win?

As women continued to internalize pervasive, fictitious standards of beauty, they were left feeling inadequate about their own appearance. Women flocked to social media influencers for the authenticity that the brands surrounding them wouldn't provide. 

 

So, we debuted the CVS Beauty Mark — a public commitment to ensure that beauty marketing in our stores and online is fully transparent. Not airbrushed, slimmed or shaped to be “perfect.” And not just for the length of a campaign, but from now on.

 

We launched this campaign to differentiate CVS in the beauty space by giving consumers what they need — a way to feel better about beauty and shopping for beauty products. We became the first-ever retailer to make a commitment on this scale—bringing this change in beauty image marketing to 8,000+ stores nationwide. 

 

But this effort couldn’t just be about us. To honor our brand purpose, and to shift culture, we needed to go beyond changing our own marketing—we had to align more brands to our cause and mobilize a mass audience for the health of consumers everywhere. By getting brands like Revlon, Rimmel and JOAH to join this fight, we’re shifting the industry toward more realistic, healthier perceptions of beauty. 

 

With only $500K for media spend and $500k for Creative and Production, we set out to inspire a change in beauty standards. This meant delivering the transparency that consumers sought where it wasn’t available: in the images that surround them and in their feeds.

 

In a coordinated effort with CVS content, beauty brand partners and influencers on paid and organic, we officially launched the Beauty Mark on January 24th across social platforms including Twitter, Instagram, and Facebook. Users showed their support of this movement toward #BeautyUnaltered by sharing unaltered selfies, promoting a healthy self-image and giving the conversation momentum. Influencers who participated include Kerry Washington and Nicole Kidman, as Neutrogena brand ambassadors, Covergirl’s Ayesha Curry as well as Erin and Sara Foster.

In New York City’s Times Square—where every day nearly 380,00 people walk by a sea of advertisements, the vast majority of which are digitally altered–we showed larger-than-life, unretouched images celebrating real beauty—including pores, scars and flyaway hair. We ran two types of media on two vertically stacked billboards: a standard digital buy featuring awareness messaging and a dynamic UGC buy displaying unaltered selfies in real time. We didn’t want consumers to just see the difference; we wanted them to experience it.

Using social media and an on-site team, we encouraged everyone to get involved. Within minutes, unaltered, unfiltered selfies using #BeautyUnaltered and @cvs_beauty, were live. Every 10 seconds, a different consumer’s image joined the cause and over 3.6 billion impressions were earned.

To amplify this experience, we activated a live feed on YouTube so people around the country could see their selfies in real-time, with many receiving follow-up responses of thanks from community management.  

Results

104 million total #BeautyUnaltered impressions

Media

Video for Beauty Mark

Produced by

Digitas, CVS Health