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

Why mispronouncing a name can undermine a student’s identity – and how to help

Finalist in Education

Objective

How does the way a teacher pronounces a student's name impact their education – and why does it matter? In 2020, Qatar Foundation and Vox Creative's Explainer Studio partnered on an Explainer Video to find out. The in-depth Explainer Video that was the result of our explorations and featured remote interviews with students and educators across the world sharing vulnerable, personal, and humorous stories, cutting-edge research, and evocative animations that brought the stories to life. From conception to distribution, this short documentary was thought-provoking for all involved, and audiences, too. Through the Explainer, the paramount importance of respecting someone's identity by respecting their name was unpacked with editorial rigor and emotional impact. Ultimately, the Explainer leaves viewers with clear takeaways of how to be better citizens to one another.

The secret to pronouncing someone's name if you don't know how? Just ask.

As many students shared, the act of inquiring is meaningful in itself. After viewing, several teachers have shared that seeing this Explainer will fundamentally impact the way they interact with their students' names. This project ultimately created a meaningful resource for educators and students alike that transcends the traditional idea of what branded content can achieve.

The core goal was to position Qatar Foundation as a leading voice in education for the 21st century. We pushed for an editorial mindset in this branded content piece to align with Vox’s curious audience. This resulted in hundreds of people also publicly sharing their personal stories from classrooms on YouTube. 

Strategy

In 2020, Qatar Foundation partnered with Vox on a series of Explainer videos. We came to Vox as fans of the format, having seen it work so well on Netflix's 'Explained,' Vox’s YouTube channel, and with the branded content wing known as The Explainer Studio. The plan was to make three videos of varying lengths (from sixty seconds to seven minutes) that provided thought leadership on the future of education. Why education? Our flagship initiative, Education City, is designed to create opportunities for everyone, ranging from six-month-olds, to PhDs, scientists, and innovators tackling some of our biggest collective challenges. Our campus has K-12 schools and nine universities (including branches of Cornell, Carnegie Mellon, Georgetown, and Northwestern), all standing alongside a science and technology park, global innovation forums, a modern art museum, start-up incubators, and so much more. The innovative, collaborative approach of Education City was something we wanted to bring to our branded content as well. 

With the freedom to think editorially, The Explainer Studio started to focus on topics. However, when COVID-19 hit, it was time to pivot – stories about, for instance, the physical design of campus suddenly felt off-key. We completely revamped our approach in a matter of weeks, and worked together to produce scripts on topics that were more relevant than ever before. In light of all the sociopolitical questions that were also being asked at the time, we noticed one particular experience of being in the classroom, whether in person or on Zoom, needed to still be examined and questioned.

The experience of hearing your name read during roll call and belonging to a community that's not always a majority in the classroom was still deeply relevant. There were several people of color involved in the conception of this video and our own personal experiences having teachers mispronounce, deliberately or not, were foundational in helping us understand how to produce an episode that does this important topic justice. We not only reached out to students experiencing this in classrooms, we also reached out to experts and teachers who themselves had struggled pronouncing names foreign to them, but actively chose to learn from and engage the diversity in their classrooms. The results spoke for themselves. 

Results

The Explainer series saw tremendous results across the board, with the Explainer video series resonating with Vox’s audience with exceptional on-page video performance. 

The Names video was a powerful video at getting and keeping users attention while on Vox’s platform. The video had an average time spent of 5:34 minutes, an impressive feat for a video over 7-minutes long. The content’s focus on personal identity and powerful message was effective in connecting with Vox Media’s audience as well as the topic’s strong fit with Vox.com’s editorial articles. The topic also melded two of the most talked about issues during this moment: identity and education, which dominated the conversation among our users. The video was also posted organically on Vox’s Youtube channel, gathering 175,000 views with an average completion rate of 45.9%. In addition, the video also saw 800+ comments, confirming how strongly the audience resonated with the content’s message.

Media

Video for Why mispronouncing a name can undermine a student’s identity – and how to help

Produced by

Qatar Foundation

Links

Entry Credits