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

The Molly of Denali Podcast

Finalist in Podcast

About this entry

The Molly of Denali Podcast is a show for kids that follows the fictional story of Molly Mabray, a 10-year-old Alaska Native girl, as she solves the mystery of her missing birthday cake. The podcast expands the world of the hit PBS KIDS TV show, Molly of Denali, bringing traditional Alaska Native storytelling, languages, and values to kids in a format that encourages kids to imagine Molly’s adventure in their minds. Our goal was to make The Molly of Denali Podcast as authentic and accessible as possible. The podcast features Alaska Native voices in all aspects of production, from story development to voice talent. The podcast was produced in coordination with Creative Producer, Princess Daazhraii Johnson, who is Neets’aii Gwich’in, as well as a group of Alaska Native advisors to ensure that it authentically represents Alaska Native culture and values. The series is the first nationally distributed kids’ show in the U.S. to feature a Native American lead. All Indigenous characters are voiced by Indigenous actors, including Molly, voiced by Alaska Native, Sovereign Bill. In order to ensure that the podcast was accessible to Alaska Native families, and indigenous families generally, the podcast was creative in its distribution efforts. This included reaching areas where Internet access is harder to come by broadcasting on terrestrial radio, creating social videos about how to access a podcast for podcast newbies, and experimenting with video distribution to meet young families where they’re already getting their content.

Why does this entry deserve to win?

Our goal was to introduce the Molly of Denali world through a new medium in the most authentic and accessible way possible. Podcasting for children provides a unique opportunity to reach not only kids but entire families. However, the audio was just an entrée into a whole Molly universe where we aimed to engage families around Alaska Native traditional storytelling and language and culture.

“It means so much to finally have this sort of representation. I didn’t grow up seeing myself represented in film and television and I definitely didn’t see positive depictions of Native people,” Creative Producer Princess Daazhraii Johnson told the Huffington Post.

At the center of the podcast is Molly Mabray, whose 10th birthday is quickly approaching. Listeners hear the rollicking story of how her dog Suki charged into Molly’s life and became a part of her family, which all started when Molly’s birthday cake went missing. In the first episode, Molly sets out to solve the case of the missing cake with the help of a mysterious raven. The raven is a prominent figure within many traditional Alaska Native stories. In fact, traditional stories and storytelling are woven throughout podcast episodes through Molly’s grandfather, Grandpa Nat.

Alaska Native languages were another important element in the podcast.  Molly and her family and friend Tooey use many Gwich’in and Koyukon Athabascan words and phrases throughout the story. One listener, Coral Madge, said: “This podcast is amazing. I’m dehcho dene and when I listened to the first episode and in the theme song Molly says “mahsi cho let’s go” and it’s the first time I’ve heard my language in a setting outside family and language classes. I started to cry.” We created audiograms on social to introduce these Alaska Native vocabulary words, which proved to be very popular. We also responded to listener comments and requests and created a Double Strawberry Birthday Cake recipe for social users so that they could create the cake Molly’s family makes in the podcast.

The podcast was distributed in a number of unique ways to expand its reach. These included radio broadcasts for areas where Internet access is harder to come by, social videos that explained how to access a podcast, video distribution on apps and YouTube to meet young families where they’re already getting their entertainment content. To reach Alaska Native children with stories in which they can see themselves, the podcast partnered with Alaska Public Media to broadcast an episode weekly over the summer of 2019. The podcast was also distributed to meet families where they already consume media, on YouTube and the PBS Kids video app.

Because we were introducing the medium of podcasting to many young families, we created a “How to Listen to a Podcast” video and Instagram story where kids showed their parents how to download and listen to the Molly of Denali Podcast. We also utilized the amazing animation stills from the Molly of Denali TV show to create engaging audiograms on YouTube and Facebook.

 

Results

The response to the podcast and our success in reaching a broad array families across the United States and Canada was overwhelming. The Molly of Denali Podcast reached families in 207 metro areas in every state across the United States. Additionally, highlighting the podcast’s focus on representation, we had thousands of downloads on podcast apps in each of the top ten metro areas with the highest concentrations of Native American families and hundreds of comments and reviews from indigenous listeners expressing how much the podcast meant to them. Our experimentation with social/digital video distribution on YouTube and the PBS Kids App paid off. Listens on these platforms outweighed our listens on podcast apps. We more than quadrupled our listenership, with more than 2 million listens across 8 episodes in May-December of 2019. The podcast has proved so successful, with such an outcry on social media for more, more, more that we’re currently in development of second and third seasons.

Media

Video for The Molly of Denali Podcast

Produced by

WGBH

Links

Entry Credits