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

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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

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Animation

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Self-Defined

Team

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Self-Defined

Leader

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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

Talking About Race

Finalist in Education

Objective

The Talking About Race site is an online resource for educators, parents, caregivers and the general public to discuss race and its role in our lives. The Museum’s goal for the site was to help individuals and communities foster constructive conversations about one of the nation’s most challenging topics: racism and its corrosive impact. The site includes tools, resources, and guidance to help people around the country and world explore aspects of race, identity, racism and more.

Strategy

“Talking About Race” is a web-based resource that guide users through role playing exercises, video presentations and scenario-based questions to help individuals, families, and communities talk about racism, racialized identity, and the way these forces shape every aspect of society. The “Talking About Race” site builds upon decades of work by the Museum’s educators and is the result of extensive research, studies, consultations, and educational resources from these fields: history, education, psychology, and human development. It includes published research from leading experts, activists, historians, and thought leaders on race, equity, and inclusion. 

NMAAHC released the resource four months ahead of schedule in response to growing Black Lives Matter and other protests around the country. The campaign strategy included five key components: the education hub (i.e., the site itself), a press release announcing the site, targeted media interviews in national, regional and specialty outlets, and social media engagement.  

The social engagement plan included a Twitter and Facebook rollout. A social media toolkit was produced to encourage media and influencers to share the website through their social media channels. The site continues to generate enthusiasm, garnering 3,029,759 total page views and more than 2.6 million unique visits to date. 

Phase one of the portal features eight foundational subjects including:  

Results

The reveal of the Talking About Race Web portal on May 31, 2020 generated tremendous engagement and enthusiasm. Since the initial release, the NMAAHC website has seen a significant increase in traffic, engagement, and new visitors. The following metrics represent website traffic during the site’s first month, May 31, 2020 – June 30, 2020: 

  

Below is the breakdown of the top 10 pages visited on the Talking About Race web portal and their pageviews: 

Top Three Average Time on Pages:  

  

Top 10 Talking About Race Web Portal Pages:  

1. Talking About Race: 507,977 

2. Being Antiracist: 223,697 

3. Committed to Equity: 59,721 

4. Whiteness: 51,236 

5. Educators: 50,596 

6. Parents or Caregivers: 45,861 

7. Bias: 43,783 

8. Social Identities and Systems of Oppression: 26,506 

9. Topics: 23,337 

10. Race and Racial Identity: 21,662 

Media

Produced by

Smithsonian National Museum of African American History and Culture

Links

Entry Credits