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

Tata Motors Safety First Ludo

Finalist in Gamification

Entered in Social Good Campaign, PSA

Objective

Social distancing norms were difficult for people to follow even after repeated efforts by the authorities. Covid-19 cases were spiking fast (at the time of the campaign) and social distancing was not just a government recommendation but an essential life-saving skill. Community spread was a threat as large families were living together. Mask-less travel and sanitizer-less contact were still popular. Social distancing couldn’t become a habit even though important communications were coming through from authority sources.

The challenge was that most people found it difficult to understand ‘how’ something as simple as social distancing can prevent Covid-19 spread. Hence, the objective was to deliver easy-to-understand and actionable communication for all age groups that explains why social distancing works and teaches how social distancing can be followed well.

Strategy

Mobile gaming saw a big spike in plays during the lockdown – across all age groups (According to the Next-Gen Indian Mobile Gamer: A Consumer Survey Report by CMR). Family members and friends played games, new and old, together, like never before.

The strategy was to use the most popular of these mobile games to reach the widest base of consumers and increase awareness for social distancing across the map. So, the game chosen was LUDO – a game that every family member understands and enjoys. It was named #SafetyFirstLudo. However, it wasn’t a garden variety Ludo, innovative modifications were introduced to this always-popular and never-changing game.

2 new ‘modes’ of play were added to the mobile version for the first time in history. The modes were named ‘Social Distancing’ mode and ‘Viral Spread’ mode. Each mode was designed to educate about social distancing in unique ways.

A video was first launched to introduce the idea of a new type of Ludo, a game that has been popular but unchanged for years. The video also introduced the concept of Ludo teaching social distancing in a fun way and presented the two new unique modes – Social Distancing & Viral Spread.

Mobile site for the game was launched and was made available in Hindi and English (2 most popular languages on Indian internet). After getting good response from single players, game rooms were added where players could play with their family or friends in the vicinity or with strangers over the internet. Further, leaderboard was also added for gamification and to increase the time spent on the site.

Results

Media

Video for Tata Motors Safety First Ludo

Produced by

WATConsult, Tata Motors - Passenger Vehicles

Links