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

#KnitForRefugees

Winner in Twitter Partnership

Audience Honor in Twitter Partnership

About this entry

Every winter, millions of Syrian refugees risk being literally left out in the cold.This year, Twitter for Good and UNHCR, the UN Refugee Agency, joined forces to do something about it. Through an innovative project coined #KnitForRefugees, they launched an awareness and fundraising campaign with a unique twist: creating the first-ever scarves made from Retweets.

In a series of offline and online events in Dubai, New York, Mexico City, Brasilia, and Geneva, signature Tweets for each region of the world were launched throughout 2019. People on Twitter could then retweet those designated posts with the opportunity to get their @name physically knit into a scarf. The scarves were knit with the help of Kniterate, a startup offering knitting machines that take digital designs and knit them into real garments. Each Retweet also initiated a personal invitation to donate to winter fundraising appeals.

The project culminated with a special scarf activation featuring a crowdsourced poem written by acclaimed author and UNHCR Goodwill Ambassador, Neil Gaiman. The poem was the result of Neil’s curation and interpretation of more than 25,000 words of inspiration generated by Twitter user’s responses to Neil’s simple question: what reminds you of warmth? Neil’s poem was then paired with a special border design created by Syrian refugee women living in Jordan and was unveiled during a special live Q&A from the Twitter UK headquarters in London.
 

Why does this entry deserve to win?

Nearly nine years into the conflict in Syria, the world’s largest refugee crisis runs the risk of falling victim to media fatigue. And while the war makes the headlines, for refugees, winter can be as deadly as the bombs that drove them to flee their homes. #KnitForRefugees saw three unique and distinct partners bring innovation and expertise from divergent areas to both generate awareness and to give audiences an outlet for helping to provide lifesaving relief without putting their iPhone down. With the help of designers, strategists, fundraising experts, and some of the best social media minds in the business, the group took on a global challenge with the goal of reaching the masses to both spread the word and spread action.

After a brief planning period, the first signature Tweet was launched roughly one week following World Refugee Day in Dubai. The Tweet was published on the @Refugees Twitter handle and was quickly retweeted by the project partners. The first line read “Humanity is the thread that binds us.” The phrase became a mantra for the project, with audiences speaking dozens of languages in every corner of the world using their Twitter handles to spread the positive message and create change. After six months and activations throughout the Middle East, Europe, South America, and North America, thousands had retweeted, including Twitter founder and CEO, Jack Dorsey. Over the course of a six-month period, thousands more would join them, including UN leaders, high profile voices (such as Ben Stiller, Kristin Davis, Jillian Michaels, Amanda Palmer, Khaled Hosseini, and Monica Lewinski), media outlets, aid workers, activists, and citizens from around the world speaking with one voice. Using a third party and Twitter’s API, every person who tweeted was issued an immediate reply from @Refugees or a language-specific counterpart giving the opportunity to donate. 

Riding the wave of success in the project’s formula of driving Retweets, awareness, and funds, the initiative's finale needed something big. Enter award-winning novelist Neil Gaiman. With a simple question, Neil Gaiman signaled to his millions of followers that he needed help with the special project. They responded with more than 2,400 suggestions of what ‘warmth’ meant to them. From these elements, Gaiman created, What You Need to be Warm.

The poem brought the campaign to the next level with user-generated content and hard media stories further catapulting the project into the public spotlight. The big reveal of the scarf with the crowdsourced poem on it happened in Twitter UK’s London Office and was accompanied by a special Twitter Q&A that neither fans nor Neil wanted to end. Each of the scarves from the various regions were displayed together at the first-ever Global Refugee Forum at the United Nations in Geneva in December 2019 where Presidents, Prime Ministers, Fortune 500 CEOs, and refugee representatives could learn about the projects and see the final result.

Results

The project successfully raised $14,000 fo refugees experiencing the harsh effects of winter. On Twitter, the campaign achieved more than two billion impressions reaching more than 76 million people over 37,800 Tweets issued globally. The project was run entirely without paid promotion. Media outlets and online publications including the Guardian, BBC Radio 4,  Mashable, Metro, the Irish Times, and Twitter’s blog provided hard media coverage for the project, part of a spontaneous media push resulting in 34 pieces of earned media coverage in 11 countries.

Media

Video for #KnitForRefugees

Produced by

UNHCR, the UN Refugee Agency, Twitter for Good, and Knitterate

Links

Entry Credits