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

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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

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Contests

Gamification

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Integrated Experiences

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Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

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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

Life's Journeys

Entered in Social Good Campaign

About this entry

American Airlines does more than connect people from point A to B, we believe in travel’s ability to transform lives. This was evidenced by a groundbreaking 360 marketing campaign in collaboration with Stand Up To Cancer. The campaign spanned across six months, but the results will last a lifetime. We asked family and friends who have been affected by cancer to donate on behalf of a loved one. Each submitted loved one’s name would then be added onto our Official SU2C plane - an unprecedented type of donor engagement. There were three main objectives of this campaign: to increase campaign awareness, customer engagement, and Stand Up To Cancer donations. Every bit of this campaign was focused on those three key purposes. It was clear from the beginning, if we wanted to make an impact, we’d have to generate awareness so that as many people as possible could participate in this unique donation initiative. Through engagement, we could have a greater impact on the lives of those touched by cancer and breakthrough traditional donation campaigns. Ultimately as a result of both awareness and engagement, donations would follow. We aligned ourselves back to these three objectives throughout each part of the decision-making and campaign development process.

Why does this entry deserve to win?

To evolve the conventional donation campaign into an impactful 360 integrated campaign with both traditional advertising and experiential, we felt it was important to acknowledge those who generously donated in a meaningful and engaging way. We went in with the mantra that a bigger donation only comes from a bigger idea. With so many targeted advertisements, popular influencers, and paid media, we aimed to cut through the noise by allowing anyone who donated to be a part of the campaign payoff for years to come not just one moment in time. After deep research into past donation campaigns, we found that providing miles or other similar incentives for donations just wasn’t going to create the momentum we needed to give the most we could to cancer research. By adding and honoring the names of loved ones onto an actual American Airlines plane, the donation campaign took on a much more meaningful and personal effect. It was this strategy that led to having the most individual donations of any campaign to date, beating the record by nearly double.

Results

The July campaign was supported by a robust media plan to generate mass awareness including TV, print, digital, social and a motion OOH piece in Times Square. That month, there were a total of over 220 million impressions, more than $830,000 in SU2C donations and over 22,000 names submitted for the plane design. From July through October, the evergreen campaign continued to raise over $1 million for Stand Up To Cancer and garnered a total of over 540 million impressions. Of all who donated in July, a lucky few were invited to be a part of the inaugural flight ceremony, unveiling, and an all-expenses paid trip to Orlando, Florida. As a result of the inaugural flight, we provide the winners with a life changing experience. Different journeys from across the nation came together in one place where they shared each other’s stories and built new lasting friendships. “There are no words to express how thankful & humbled we are to have been invited to this very special & life changing trip.” -Ellen & Peter, Guest on Inaugural Flight. “We were so honored and blessed to be a part of something so special!” - Wendy and Neil, Guest on Inaugural Flight.

Media

Video for Life's Journeys

Produced by

Serendipity Works, American Airlines

Link