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

Bullfit Detectors

Entered in Call to Action

About this entry

Today, our social feeds make it look like the world is full of ‘perfect’ people. From the many fitness influencers, to a variety of ‘motivational’ quotes, the Internet is littered with things meant to be motivating and inspiring, yet, that are actually unattainable and unrealistic. As a result, they end up keeping more people out of fitness than actually bringing them in. It’s BULLFIT. Which is why Planet Fitness decided to call out the many unrealistic standards set by the fitness industry to show the 80% of the population that doesn’t belong to a gym that this is not reality.

In order to do this, Planet Fitness went straight to the source of the most honest people to see what they really had to say about #fitspiration. Through the recruitment of several third graders, Planet Fitness conducted a focus group in order to get their unbiased reactions to #fitspo, leveraging what they had to say in order to help #STOPtheBULLFIT taking place in the fitness industry this New Year’s Eve.

Why does this entry deserve to win?

Most of the fitness industry is painfully demotivating, and has been filling our feeds with this type of content for years now. As a result, it has caused many to become almost numb to what these images and quotes are actually telling us, contributing to an unrealistic version of what fitness really looks like.

So in order to get to the bottom of what people actually think about #fitspo, Planet Fitness conducted a study, revealing that 53% are not motivated by sayings like, “No Pain, No Gain.” As a way to help bring these stats to life, we recruited a panel of the most honest consumers we could find to help illustrate just how crazy fitspiration actually is: a group of third graders.

Since kids are filled with optimism and positivity, and also happen to also be brutally honest, having them break down a variety of #fitspiration posts online helped us quickly get to the truth about the matter. Our youthful panel was asked to read and react to many ‘inspirational’ fitness quotes, such as “unless you puke, faint, or die, keep going,” and “no pain, no gain, shut up and train.” And they responded exactly the way we expected them to, which included calling out just how ridiculous some of these sayings are. We captured their thoughts on video, and called them our team of ‘Bullfit Detectors’.

Launching the video alongside the release of our 80% Study results, Planet Fitness gave a look into what our Bullfit Detectors really have to say about #fitspo on social. We created long and short form video, and leveraged these assets across all our channels, including Facebook, Twitter, & Instagram Stories, which allowed for a wide distribution of messaging. Additionally, we posted longer form video content on YouTube, and created memes for our Instagram feed.

Posting all of this just before the New Year’s Holiday, the Bullfit Detectors video helped Planet Fitness show the world just how unrealistic fitspiration really is, and created a rallying cry for those thinking about joining a gym to join Planet Fitness this January.

Results

With huge success, the Bullfit Detectors video outperformed social benchmarks with a 7.2% engagement rate on Facebook compared to a 2.40% average. Planet Fitness achieved a 23% engagement rate for paid media, including one meme that was born out of the content which achieved an engagement rate higher than any other during the year. Audiences found the NYE memes relatable and funny, tagging their friends and sharing to their own timelines. Additionally, by marrying Bullfit Detectors content with content from our New Year’s TV spot, Planet Fitness successfully achieved some of the highest click-through rates of 2019.

Throughout the month of January, Planet Fitness inspired others to stand up to the lies of fitness by joining the most realistic fitness solution on earth. And past the close of the month, the #STOPtheBULLFIT hashtag continues to be adopted by our members and community both online and off.

Media

Video for Bullfit Detectors

Produced by

Barkley, Planet Fitness

Links

Entry Credits