The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 3rd Annual Shorty Social Good Awards


Entered in Social Movement

About this entry

Due to the development of the mobile Internet youngsters tend to communicate less with their elderly relatives, sharing news in social networks primarily. We have decided to remind them how important it is to keep in touch with their grandparents.

Why does this entry deserve to win?

On Instagram we have created 5 real-looking profiles of grannies: anna.petrovna65, babakatya50, nat.romanovna, tonya19_49, babushka_masha49. Each profile had key visual and link to the campaign website and. Within a month our moderators were monitoring popular hashtags on Instagram to find young people's posts. And they were leaving playful and witty comments on behalf of grannies.


During the campaign our profiles were visited by more than 5k people, 1852 comments were left and every 5th comment received a reply or like. It means that we have reached our goal. We hope now people communicate more. Have you added your granny?


Entrant Company / Organization Name

Affect, Tele2 Russia


Entry Credits