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

Educating Florida's Youth to Combat COVID-19

Finalist in Government & Politics

Objective

Young people believe they are invincible. Nothing can stop them – not even a global pandemic. When COVID-19 hit – there was an urgency to educate youth and young adults on the importance of following CDC guidelines for prevention of COVID-19.  

The Florida Department of Health (FDOH) tapped Golin to convince 5 million young & diverse Floridians to adjust to a new norm. While most young Floridians were not likely to die from the disease, epidemiologists determined they could serve as carriers in the rapid spread of the pandemic. 

Every second the world was learning more about the disease. 

The campaign had to: 

This necessitated a team with the expertise to quickly understand the challenge and execute a creative and compelling statewide creative effort. 

Insights:

 

Strategy

Our strategy was to infiltrate the channels where our audience lives in most, with messages delivered via creative that reflects youth culture. We repeated these messages over and over to mitigate misinformation. 

There was a lot of talk about COVID-19 on social media so our campaign creative could not feel like a typical government PSA. Our creative strategy focused on eye-catching and authentic content that represented youth culture and their voice. 

Results

Using a statewide survey, we listened and learned to what information the audience needed to hear. This allowed us to distinguish when audiences needed to be given new health information, when positive behaviors needed to be reinforced and identify confusing, false or misleading information needed to be corrected. 

We used our insights to develop more than 50 eye-catching unique pieces of content for distribution across Instagram, Snapchat, Twitch,  TikTok, mitu and OTT. 

FDOH was able to successfully reach Florida’s youth and young adults with 216M+ total impressions and 3x average frequency

40% of Florida’s youth saw and recalled at least one campaign ad, unaided, after just five months in market. That’s remarkably high for a brand new campaign with a short time in market. 

​Awareness was our primary goal – but the most important measure of success is if behaviors were changed. 

​Nine in ten youth and young adults who saw the ads indicated they found the content to be useful and engaging. Eight in ten said they took the advice seriously and it motivated them to be safe. 

People who saw our campaign were more likely to adopt precautionary measures.

 

Media

Video for Educating Florida's Youth to Combat COVID-19

Produced by

Golin, Florida Department of Health

Link

Entry Credits