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

The Power of Us

Entered in PSA

Objective

The Ad Council sought to reach Black Americans, which have been disproportionately affected by COVID-19, in an effort to inspire the community to help stop the spread of the virus. With over 45,000 Black lives lost to the virus to date, and infection cases rising throughout the United States, a call to action was critical.

To meet this goal and reach the community directly, Ad Council tapped Complex Networks’ primary audience insight research engine, Complex Collective, to launch “The Power of Us” campaign. While the virus has impacted the nation as a whole, the objective of this campaign was to empower the Black community by providing the necessary data and resources to support their communities.

Strategy

In partnership with the Ad Council, Complex Collective created “The Power of Us” campaign to encourage the social sharing of COVID-19 statistics and resources to motivate the Black community to help stop the spread of the virus.

The campaign launched with an interactive website (BeThePowerOfUs.org), hosting social media assets with safety tips on social distancing, face mask-wearing and personal hygiene. The site also features compelling video spots with culturally influential Black talent at the center, including rapper and actor Bun B and Complex’s “Everyday Struggle” host and executive producer Nadeska. In addition, Complex addressed the financial effects of the pandemic by providing information on free COVID-19 testing.

To further amplify the campaign, Complex created social videos, custom web banners, authentic messaging to resonate with the Black community, and produced a robust toolkit for media partners to support.

Complex Networks also donated $1 million in media as added value, which included a social package, digital donated media and a brand study to measure the advertising’s impact. The social package included organic social posts across Complex's Facebook, Instagram and Twitter accounts, and the donated digital media includes homepage takeovers and video display units across Complex Networks’ properties.

Results

“The Power of Us” campaign exceeded the Ad Council’s expectations and successfully delivered on the campaign’s goals. The custom spectrum outperformed Complex’s biggest tentpole campaigns and reigns as its most trafficked campaign in 2020. Its current lifetime visits are 1023% above the initial 12K benchmark. 

From a social impact perspective, “The Power of Us” campaign provided the Black community with the necessary tools for education on COVID-19 and how to stop the spread. Consumer sentiment was extremely positive, and the brand’s objective of creating engaging content resulted in shares across social media—which allowed extended reach to the target demographic and beyond.

Media

Produced by

Complex Networks, Ad Council

Links

Entry Credits