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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.

NoFiltr Talks: Reducing the non-consensual re-sharing of nudes among youth through real conversation

Entered in Social Good Campaign

Objective

We’ve all heard about it or seen it — maybe on social media, in our school, or even in our friend group. Someone’s nudes are getting passed around. But who is to blame, and what is the harm?

NoFiltr works to foster a community that inspires open and honest dialogue, to operate without judgement or prejudice, and to empower young people with practical knowledge they can use in their day-to-day lives. NoFiltr is focused on changing behaviors when it comes to the spread of nudes among young people — how it’s being shared, how it’s reported, and how victims are treated.

Built by Thorn, NoFiltr sparks conversations that aren’t easy, but are critical to elevating the authentic voices of youth who are actively living through these issues. Thorn’s direct research with youth 9-17 shows that not only is producing and sharing nudes becoming increasingly common, but tweens and teens are more likely to have seen someone else’s nudes (1 in 3) than to have shared their own (1 in 5 teen girls have shared; 1 in 10 teen boys).

NoFiltr meets youth where they are, providing authentic videos that are optimized for the channels where youth live their digital lives. By shedding light on the reality of this issue, NoFILTR seeks to reduce the non-consensual resharing of nudes and spark meaningful discussion that can build the foundation for safe digital exploration.

Strategy

In 2020, NoFiltr partnered with Joybox Media to develop #NoFiltrTalks, highlighting real conversations - between kids and their parents, among friends, and between couples - that seek to inspire ongoing dialogue while destigmatizing and changing toxic attitudes about the circulation of nudes.

As a social-first brand and initiative, NoFiltr focuses largely on short-form video and youth engagement on TikTok, Snapchat, and Instagram. Videos inspire engagement among youth — commenting, resharing, and the reuse of content — to ensure the conversation continues well beyond the original videos. 

As a result of the initial short-from content success, NoFiltr expanded into long-form content on YouTube, and invested in providing a long-term platform for youth to have honest conversations about these topics.

With a mix of organic, highly-targeted paid media, a network of influencers, and the creation of a youth council, NoFiltr acknowledges that youth must have a voice in how we collectively addresssexual development and the risk of exploitation for minors in a digital world.

Results

After launching the campaign in July 2020, we have seen 77.1M views of our short form videos and 6.7M views of our long form videos, reaching over 56 million young people across TikTok, Instagram, Snapchat, and YouTube.

Not only are young people watching our content, but they are actively engaging with it — we’ve seen 7.4M engagements and counting. This campaign is just the first step in ongoing efforts to empower young people with resources to safely navigate sexual exploration and risky encounters in their connected world.
 

Media

Video for NoFiltr Talks: Reducing the non-consensual re-sharing of nudes among youth through real conversation

Produced by

Thorn

Links

Entry Credits

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