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

No One Beats Cancer Alone

Finalist in Instagram Partnership

Objective

The Dempsey Center, located in Lewiston, Maine, was founded by actor Patrick Dempsey in 2008 in response to a question he was asked on the red carpet. What was he passionate about? He had an ‘aha’ moment as he tells it, and a newfound purpose to support the cancer community in Maine − his childhood home and a state with some of the highest cancer rates in the United States today. It was personal for him too. His mom Amanda died from ovarian cancer. He knew the many challenges cancer brings, and ensured that the Dempsey Center would offer free, holistic support to cancer patients and their families. His rallying cry for the Center’s mission: “Nobody beats cancer alone. It takes a team.”

Amgen is proud to be the presenting sponsor of the Dempsey Challenge, an annual run/walk/bike event in September which has grown into the primary fundraising event for the Dempsey Center.

When COVID hit, we knew that the Dempsey Challenge could not safely happen as an in-person event, and that we would need to re-imagine this important fundraiser. In redesigning the campaign, we sought to leverage the power of Amgen’s growing social media audience and to pivot from a ‘sneakers on the ground’ approach to a virtual campaign that invited everyone, everywhere to participate. Knowing that this year is challenging for many, the Center set an ambitious fundraising goal of $1.5M. Patrick levied his public persona and incredible reach on social media to drive success.

 

Strategy

The success of the Dempsey Challenge is contingent upon two behaviors: participation and fundraising. The key to this year’s success was motivating people to change their behavior and join a virtual version of the challenge and fundraise in an unprecedented year of a global pandemic, financial hardship for many and overall uncertainty and unease. Amgen worked with the Dempsey Center to design a robust social media campaign that would tap into the collective followers of our company social media channels, the Dempsey Center social media channels and, most importantly, Patrick Dempsey’s extensive follower network on Instagram (5.1M followers), Facebook (1.9M) and Twitter (1.4M).

We knew the reimagined challenge had to raise awareness and educate, expand the reach beyond Maine’s borders, and get people to participate in order to have a shot at reaching the new benchmark set for fundraising.

For the run/walk/bike aspect of the event, donors were encouraged to register as virtual challengers, joining an online community in Strava, a fitness-focused social network for runners and cyclists. From Strava, participants could rally friends to join them through social sharing, but more critically, they could encourage their friends to also support the Center philanthropically. This peer-to-peer fundraising approach further extended the event’s reach, tapping into the participants own social networks.

We began posting about the virtual challenge one month out and included a steady cadence of multimedia content to create an emotional connection to the work being done by the center to help patients and their families. We also followed where social media was heading in 2020 and hosted our first-ever Instagram Live featuring Patrick Dempsey. Patrick did a ‘walk & talk’ through the Center live on Instagram, attracting thousands of views and a bump in traffic to its website.

Additionally, the Dempsey Center updated its challenge page to reflect the color scheme of the social media campaign, our company website published an article about the virtual challenge and internally we promoted the event (including the IG Live) to employees.

Results

The challenge weekend raised $1.2M, roughly on par with previous years. Although we fell short of the $1.5M stretch goal, we were happy to meet our previous benchmark using this new fundraising approach. Our social media metrics help tell the story of how we were able to maintain this success despite so many changes. Some highlights include: 532K+ video views across Amgen social channels, 7K+ views of our IG Live event with Patrick, 15K clicks through to the Dempsey Challenge website from our channels. On the Dempsey side, all 50 states and 45 countries, including Italy, Canada and Brazil, had participants. On Strava, 122K+ people joined the challenge community, logging 36M miles of activity.

We didn’t overcomplicate the campaign objective. It began and ended with the fundraising goal to ensure that all the good work the center does can continue without financial hardship. This was ultimately achieved through the great partnership we had with the Dempsey Center and Patrick Dempsey and our shared value: patients first.

 

Media

Video for No One Beats Cancer Alone

Produced by

Amgen

Links

Entry Credits