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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

MindFull: Find Your Calm and Focus

Finalist in Branded Content, Community or Employee Engagement, Animations, Medium-Length Video

Objective

The arrival of COVID-19 created a heightened amount of fear, stress and anxiety for everyone. Increasingly, people are looking to their community for help and support as we continue to weather this storm together. In response, we felt it was important to create a content series about well-being and mental health to help our community get through the pressures of being inside and at home.

With days slipping into weeks, then months, we identified several key areas to help support our community – which formed the foundations of our campaign:

Strategy

Collaborating with experts in their field, we worked with Mindfulness & Meditation Coaches, Psychiatrists, and Relationship Gurus in Facebook Groups, to create a social campaign that served up helpful solutions that people could implement in real time, like a virtual class.

MindFull: Find your calm and focus offered real “tools” to our community of 214 million followers, which they could use at home, to help tackle some of the mental stress they were facing due to Covid-19.

Each mental exercise was recorded, then brought to life with bespoke graphics that reflected the instructions given by the Facebook community member, celebrating the outcome of each exercise. Calm, soothing and relaxing, we designed the visual aesthetic to be as relaxing and as helpful as exercise itself - so that the viewer could easily follow along at home.
 

Results

Calming, soothing and unwinding, the result was a social content series delivered to our audience in a form they’d never seen before from Facebook app.

Media

Video for MindFull: Find Your Calm and Focus

Produced by

Facebook App & Creative X

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!