THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 2nd Annual Shorty Social Good Awards

Listen

Entered in PSA

About this entry

Social impact is in Viacom's DNA. We spearhead conversations around issues that matter most to our fans. With 1 in 3 American households grappling with addiction, this is an issue of unprecedented scope with a major impact on our audience. We established our objectives as follows: 1) Encourage dialogue to break down shame and stigma, 2) Drive awareness of helpful resources, and 3) Celebrate the success found in recovery and spread hope.

Why does this entry deserve to win?

Viacom partnered with national non-profit Facing Addiction and conducted research to guide the campaign's strategy. The study found that 76% of Viacom fans know someone who has gotten treatment for and/or is in recovery and that 81% are more likely to help someone if they have more information, but only 16% know where to find it.

Results

With its compelling storytelling and broad reach, "Listen" is an ongoing success. Over 2 million viewers watched the TV special and samhsa.gov, one of "Listen's" recommended resources, reported a major spike in phone calls during the programming special. Heretolisten.com is a resource to thousands of visitors, with an impressive average of 3 minutes spent on the site. The #HereToListen conversation is spreading with 18 million social media impressions and a viral lift of 122%. Finally, the PSA will be distributed beyond Viacom's channels through a partnership with Ad Council, ensuring greater reach and engagement.

Media

Video for Listen

Entrant Company / Organization Name

Viacom Velocity, Viacom

Link

Entry Credits