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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Monster- Paving The Way Business to Business

Entered in Business to Business


We want to showcase companies that have made strides in increasing and supporting diversity in the workplace, individuals who are paving the way forward for their peers, and initiatives aimed at making communities and businesses more open and welcoming to all. We also strive to generate organic interests and support for companies and individuals who are increasing workforce diversity, in addition to giving users from diverse backgrounds access to read job opportunities in real time.

Strategy and Execution

HuffPost's partnership with, Paving the Way, is embracing and engaging with a pressing social conversation, and aligning with organic editorial in a seamless way. This isn't simply another safe brand play around healthy living or lifestyle -- of which there are many -- this is a company that is rolling up its sleeves to improve the national workforce, through both their content and their services. They're empowering lesser-heard voices and using their native content dollars to celebrate other companies who are moving the needle for diversity. By doing so, they're demonstrating their genuine commitment to the topic and cause, and deploying branded content in its most effective way. We want to build awareness and celebrate brands and content partnerships that step outside the comfort zone and really engage with readers on important topics.

We launched the 'Always On' section in February in tandem with a native article focused on companies pushing corporate diversity forward. The program has now run for 6 months, pulling in relevant content with a particular emphasis during key news cycle events from large scale corporate strategy, to sporting events and organization like the NFL and Olympics. We have also been pulling in thought leaders from the Huffington Post community to contribute personal stories and lessons related to these topics. By combining constant curation of editorial content with a regular cadence of native content, we've successfully tackled this important topic and put at the center of the conversation.


Campaign results (Feb - July, 2016):

-Page views: 6.9+MM

-Unique visitors: 5.9+MM

-Social interactions: 5.1+MM


Entrant Company / Organization Name and AOL


Entry Credits