13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 3rd Annual Shorty Social Good Awards

It's More Than Just a Meal

Winner in Media Partnership

About this entry

Drive urgency for Meals on Wheels America to a younger demographic to promote active involvement in volunteer recruitment.

Why does this entry deserve to win?

Our narrative strategy was to share a human, authentic story of two unexpected people coming together over a shared passion for Meals on Wheels. The Ad Council partnered with T Brand Studio, the content studio arm of The New York Times, to create content specifically for Facebook and Instagram. This was part of a Facebook Anthology partnership, which pairs brands and publishers to produce branded content for distribution on the social network. T Brand Studio produced a series of videos and Facebook donated the media which ran for 3 weeks during the holidays, to inspire a new wave of volunteers during a time when giving back is top of mind.


- 14,424,579 people reached

- 51,362,464 impressions

- 17,063,670 3-second video views

- 2,435,707 views to completion

- 92,560 landing page views

- 233,382 post reactions


- 23,364 post shares

Meals on Wheels America received 5,664 signups for volunteers in less than 4 weeks!


Video for It's More Than Just a Meal

Produced by

T Brand Studio, Ad Council


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.