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

Molly of Denali

Finalist in Multicultural Community Engagement

Audience Honor in Multicultural Community Engagement

About this entry

The purpose of the Molly of Denali social media campaign is to create an online community for fans of the series and to give Alaska Native culture another avenue to be celebrated. Our social media channels are meant to help amplify some of the educational values of the show and to make sure fans can find complimentary materials like apps, games, and educational resources. Our social media pages aim to create and nuture a community that seeks to either learn more about Alaska Native culture or share aspects of their culture with others. Alaska Native peoples, along with other Indigenous communities, have often been misrepresented or invisible in media. It is the hope that Molly of Denali, the first children’s series to feature an Alaska Native lead, can help to accurately portray and celebrate the life of Native peoples living in Alaska.

Why does this entry deserve to win?

Using Molly of Denali episodes as inspiration, our social media campaign aims to expand the resources available for others to learn more about Alaska Native culture. We create graphics, audiograms and challenges to educate about Alaska Native culture and values as well as to give our followers an opportunity to share about their culture with us. There are 20 official Alaska Native languages and many fans expressed an interest in learning more about these words or demonstrated an excitement at hearing their language used for the first time in media. One of our strategies is to create “Alaska Native Word of the Week” graphics. In the show, we use words from several Native languages as part of our regular dialogue. On social, we create accompanying audiograms that help fans to see the meaning of the Native words, the language of origin, and hear the correct pronunciation. We feel providing resources to learn more about these words is particularly important because many Alaska Native languages have no official dictionary and many Alaska Native people were forced to stop speaking their Native language. These two factors have led to these languages being at risk of becoming extinct.

Another strategy we employ is to create "Did You Know" images that share facts about life in Alaska. These graphics serve to educate those about life in Alaska, and to counter the fictionalized or dramatized version of Alaska life often portrayed on reality shows or in other forms of media. Additionally, these graphics are a way to celebrate the unique qualities about life in the great state of Alaska and gives those living in Alaska a chance to share about their own experiences. 

Another tool we use to meet our objectives is our “Informational Text Challenges.” These graphics challenge our followers to identify plants and animals indigenous to Alaska, recall factors about Alaska or Alaska Native peoples or describe steps necessary to accomplish tasks specific to life in Alaska such as making birch syrup or polishing agate rocks. These challenges offer an opportunity for Alaska Natives to share their Native names for the given challenge answer, to discuss the cultural significance of said answer and an opportunity to discuss their personal experience with the answer to the challenge. We hope to continue to create content to nurture this community, to continue to celebrate life in Alaska, and to educate people about Alaska Native culture and values.  

 

Results

Molly of Denali launched as a podcast in June and then premiered on PBS KIDS on July 15th. Considering that this brand and characters are completely new to families and educators, we are pleased to have already grown our social media following across platforms to over 15,000 followers. We have had over 80,000 instances of engagement and we have reached over 21 million people since the creation of our channels in May, 2019. 

More important than numbers, we have had an incredible response to our posts on social media. We continually hear from fans how important it is for them to see their culture or life in Alaska talked about and celebrated. Many followers have told us they have felt invisible in the media for a long time, and they are thrilled to see characters, topics and values that they identify with. We are very thankful to be able to house these conversations and help people learn about Alaska Native culture. 

Media

Produced by

WGBH

Links

Entry Credits