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

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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

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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

Fundraising

Live Events

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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

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

#AbortionIsEssential

Entered in Multi-Platform Campaign

Objective

The goal of our campaign was to ensure that those who need abortion — a time-sensitive, essential health care procedure — could still receive it. #AbortionIsEssential was initially created as a direct response to Texas Governor Greg Abbott’s attempt to use the Covid pandemic as an excuse to block access to safe, legal abortion. It was crucial to educate and mobilize our supporters on these attacks so that we could apply political pressure to fight these policies. Other states quickly followed Texas’ lead, to restrict access, which led to expanding the scope of our campaign to one of national awareness and mobilization as a response.

Strategy

One key aspect of the affirmation that “Abortion is essential” is that it serves as a bold, simple, shareable, de-stigmatizing statement that speaks directly to the values of our supporters. Any graphics and other digital content that feature this message are endlessly shareable, as the statement will remain relevant no matter how our political landscape changes.

#AbortionIsEssential was posted to both Planned Parenthood Federation of America (PPFA) and Planned Parenthood Action Fund (PPACT) channels. PPFA’s channels emphasized the value of abortion providers, shared abortion destigmatization messages, and provided patient reassurance and updates on access to Planned Parenthood health centers.  

On PPACT, we moved to create socially-distant organizing opportunities as a way for supporters to stay engaged.. Our goal was to update our audiences on the status of the campaign to defeat these attempted bans in the states, activate our supporters, and develop new ways to connect with our audience digitally. This included:

Results

#AbortionIsEssential launched March 26th, and by the time of its conclusion, the campaign’s 59 posts brought in 12K+ total shares and retweets, 194K+ total engagements, 1.5MM+ users reached, 2.7MM total impressions, and an average campaign engagement rate of 12.76%. Furthermore, in the same timespan the campaign brought in 8K+ hashtag mentions, 8.5K+ unique authors, 5K+ keyword mentions, and 218 MM+ social listening impressions. 

 

But the best news is that our #AbortionIsEssential engagement campaign helped ensure that these state bans did not get enacted. A win for sexual and reproductive health for all!

Media

Produced by

Planned Parenthood Federation of America and Planned Parenthood Action Fund

Links