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

DiDi Hero

Winner in Consumer Brand

Finalist in User-Generated Content

Entered in Social Good Campaign

Objective

When the first wave of the COVID-19 pandemic hit Australia, rideshare service DiDi had an opportunity to help drivers and riders get around safely, if they ever needed to. But while the majority of us were confined at home, healthcare workers were the ones bravely going to work every day to help keep the pandemic at bay; so they needed a safe, hygienic way to get there. 

DiDi quickly created a new service just for them: DiDi Hero, offering sanitised rides for AHPRA healthcare workers at discounted fares. In order to make this happen, they committed $2M dollars to the service, and recruited drivers who volunteered to wear masks and undertake higher rates of sanitisation, to guarantee maximum safety.

Our goal was to ensure healthcare workers were aware of this exclusive service, created as a way to thank them for their life-saving work, and able to feel all the love and gratitude from the whole of Australia.

Strategy

During the first wave of the pandemic, healthcare workers demonstrated their astounding selflessness: they were putting their own life on the line every day, in order to save others’. Australians wanted to show their gratitude but didn’t necessarily know how to reach them. 

With DiDi Hero, we knew we’d have healthcare workers who chose to ride to work with the service as a captive audience for an average of 13 minutes - the perfect window for the public to share their messages of thanks. 

But first, we needed to get the public’s attention. A short video, filmed during lockdown, followed three real frontline workers on their rides to work, only to be met with a surprise call from Michael, a recovered COVID-19 survivor, who shared his touching personal message of thanks with them. This emotional film captured the hearts of viewers, prompting them to share their own messages of thanks via DiDi’s website. 

These heartwarming messages were then illustrated and turned into a gallery of UGC. Whenever healthcare workers rode with DiDi Hero, they were notified to the messages in the DiDi mobile app, thanks to a custom modification to its functionality. They could then see the user-generated content and read the messages on their way to and from work, giving them a little lift to help get them through their long shifts. 

During the campaign, messages from the public were reposted by DiDi on Facebook and Instagram, prompting further community engagement and thank you messages.

Results

The campaign outperformed all KPIs, and the sentiment was universally positive:

Most importantly, DiDi saw an 8% increase in brand favourability and 6% increase in DiDi supporting drivers and likelihood to recommend. 

 

Media

Video for DiDi Hero

Produced by

We Are Social, DiDi Australia

Link

Entry Credits