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

CDC Rx Awareness Campaign

Entered in Long Form Video, PSA

Objective

Overdoses from opioids are on the rise and killing Americans of all races and ages. Every day, more than 1,000 people are treated in emergency departments for misusing prescription opioids, and more than 40 people die each day from prescription opioid overdoses (CDC). Families and communities across the country are coping with devastating health, emotional, and economic effects of this epidemic. To help raise awareness of this important issue, the Centers for Disease Control and Prevention (CDC) developed the Rx Awareness campaign, which tells the stories of people whose lives were impacted by prescription opioids. The goals of the campaign are to increase awareness that prescription opioids can be addictive and dangerous, to reinforce that help is available for those suffering from an opioid use disorder, to reduce stigma, and to encourage those struggling with prescription opioids to visit the campaign website to locate help and resources. 

In 2020, CDC launched campaign ads focused on audiences that are heavily impacted by the opioid overdose crisis, including pregnant women, veterans, younger adults (25-to-34-year-olds), older adults (45-to-54-year-olds), and American Indians/Alaska Natives. This entry focuses on two of CDC’s key audiences—pregnant women and American Indians/Alaska Natives. The campaign videos share Tessa’s story about taking prescription opioids while pregnant and how her children led her to recovery, and Stevi Rae’s story about her powerful experience going through treatment with other Alaska Natives.

Strategy

CDC initially launched the Rx Awareness campaign in 2017 to increase awareness and knowledge about the dangers of prescription opioids. By 2020, data suggested that most people were well informed of the addictive and dangerous nature of prescription opioids. The need for a different message emerged—one that conveyed that help is available for individuals experiencing opioid use disorder and that recovery from addiction to prescription opioids is possible. To share this critical message, CDC expanded the campaign to include new stories that create connection, convey hope, and encourage people to seek help.

As part of the 2020 strategy, CDC recognized the importance of reaching audiences who are heavily impacted by the opioid overdose crisis, including pregnant women, veterans, younger adults (25-to-34-year-olds), older adults (45-to-54-year-olds), and American Indians/Alaska Natives. CDC understood the need to highlight personal stories of recovery for specific audiences that were most affected by the crisis. To ensure that the key messages would be believable and resonate with their specific intended audiences, CDC knew the messengers needed to be authentic when speaking about their unique perspectives and experiences. To address this, CDC created first-person testimonials from individuals in each audience segment who had suffered with opioid use disorders and were now in recovery. Next, interviews were conducted with individuals from each audience group, and their resulting stories were captured in powerful videos that relayed their journey to recovery.

This submission focuses on two of CDC’s key audiences—pregnant women and American Indians/Alaska Natives. Tessa’s video shares her story about taking prescription opioids while pregnant and how her children led her to recovery. Stevi Rae’s video shares her struggle with addiction and her experience going through treatment with other Alaska Natives. Both videos convey a sense of connection and hope, using first-person narration, lighting, authentic scenery, and camerawork to help relay their stories. CDC tested each of the videos with members of their respective intended audience. Tessa’s video was tested with women who had previously taken prescription opioids while pregnant and Stevi Rae’s video with Alaska Natives who had previously used prescription opioids. Participants identified areas where they felt small refinements would improve the videos further and these changes were reflected in the final versions. Overall, participants in the testing found the videos to be compelling, authentic, and powerful. They felt the videos conveyed hope that recovery from addiction is possible.

Tessa’s video: https://www.youtube.com/watch?v=oNyTT_S5t4w

Stevi Rae’s video: https://www.youtube.com/watch?v=PFFH0f8Wumc

Results

The ads were disseminated through digital ad buys in strategic counties within West Virginia, Utah, New Mexico, and statewide in Alaska. Between July 13-August 31, 2020, the campaign generated nearly 25 million impressions with 3.9 million video views in the lower 48 states. In Alaska, the campaign delivered over 1.1 million impressions and garnered more than 335,000 completed video views. In comparison to the same time period in 2019 (July 13-August 31, 2019), there was a 915% increase in website visits to the Rx Awareness website (from 7,627 to 77,376 visits). This increase in web traffic indicates a relationship between the number of people viewing the ads and the number of people seeking information.

To further assess effectiveness of the campaign’s ads and messaging, CDC used Google’s Consumer Survey platform to evaluate the impact of the campaign materials in West Virginia and Utah. The survey engaged a panel of online and mobile app users, surveying them immediately before and then again after campaign ads appeared on a YouTube Masthead in selected markets with 1,000 respondents per wave. Overall, findings from the survey indicated that the ads resonated with the intended audiences and that respondents found the ads to be meaningful, believable, and informative. The majority of respondents believed that there is hope for recovery from addiction to opioids. Many were also motivated to take steps to lessen their own risk of addiction. The survey confirmed that more than half of respondents planned to seek out information about prescription opioids.

Media

Video for CDC Rx Awareness Campaign

Produced by

ICF Next, CDC

Links

Entry Credits