Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 2021 Impact Awards

#StayTheFFHome

Winner in Public Safety

Finalist in Public Health

About this entry

Cases of COVID-19 were on the rise.  Despite warnings about COVID-19, young adults were viewing themselves as immune and not social distancing. To speak directly to the Gen Z and Millennial audience about the importance of social distancing, Freeform used its strength as a premiere young adult entertainment brand to create a multi-platform social distancing campaign that encouraged young adults to #StayTheFFHome and provided content to keep them entertained at home.   

 

Freeform’s primary goal was to encourage the audience (18-34) to adhere to state officials’ “shelter in place” advisories seriously …and Stay The FF Home!

Why does this entry deserve to win?

Freeform used its platforms to create a multi-platform social distancing campaign that encouraged young adults to #StayTheFFHome and provided content to keep them entertained at home.  Campaign pillars consisted of:

PSA’s – featured FF talent and brand messaging (video and out-of-home) encouraging viewers to #StayTheFFHome

Tune-In – Eventful packaging and promotion around weekend movies gave viewers a reason to sit on the couch and created a sense of communal viewing

Social Media Engagement Content – Thousands of social posts (including supercuts, memes, polls, games, Zoom backgrounds, live music, etc.) entertained our fans and lifted their spirits while reminding them to #StayTheFFHome

Results

Stay the FF Home generated over 125MM organic social impressions, making it Freeform’s largest brand campaign to date.

Media

Video for #StayTheFFHome

Entrant Company / Organization Name

Freeform

Link