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Special Project

Special Project
From the 3rd Annual Shorty Social Good Awards

National Geographic: The Moment

Bronze Honor in Multi-Platform Campaign


For 130 years, National Geographic has led conversations on topics that matter, using their iconic yellow border to frame critical issues that impact our world. As the #1 brand on social media for the fourth year running, the reach and engagement levels they've amassed are globally unmatched.

With more than 420 million followers across platforms, more social action is taken with National Geographic than with any other brand, and now, through its custom multi-platform offering, The Moment, National Geographic is utilizing their leadership in the social space to break-through and spark conversations around topics with the capacity to change our world for the better.

With The Moment, National Geographic enlists their talented editorial storytellers and renowned photographers to highlight salient issues across social media and, in turn, mobilize millions around specific causes. In the past year, National Geographic has focused their collective lens on World Oceans Day, International Women's Day, and more.

By offering brands exclusive ownership of The Moment, National Geographic aims to leverage its leadership in both cause-based initiatives and their position as the top brand on social media to afford companies high-impact alignment and meaningful messaging around the importance of select issues – and it's worked.

Strategy and Execution

With unparalleled reach on social media, National Geographic's The Moment focuses on key dates of global importance and extends the conversations around them, insuring that audiences are paying attention. To meet consumers where they are, compelling, issue-specific content is created and shared across a multitude of National Geographic's social channels, including Instagram, Facebook, Snapchat, Twitter, and LinkedIn. By honing in on the type of content that will resonate most effectively on each channel and by leaning into their storytelling DNA, National Geographic successfully educates millions of consumers, rallies them around a single salient causes and encourages them to care – all in a single day.


How can we feed a global population of 9 billion in 2050 without overwhelming the planet? National Geographic partnered with Land O'Lakes to explore just that in "The Future of Food," a storytelling project about closing the gap between farm fields and family tables through meaningful dialogue about food, agriculture and technology. To amplify this effort, on National Agriculture Day on March 20, National Geographic and Land O'Lakes drove awareness with a Moment and full takeover of National Geographic's social channels, featuring informative editorial, photos and graphics that covered a wide range of topics to foster understanding and spark social conversations around the Future of Food within National Geographic's social communities.


Water is a fundamental human need, yet more than 663 million people around the world today live without access to safe water. This problem disproportionately affects women and children, who spend a millions of hours a day, collectively, collecting water rather than working, caring for their families or attending school. On March 22, National Geographic and Stella Artois partnered to extend the impact of World Water Day with a social Moment featuring editorial content, photos and statistics to spark global awareness, advocacy, and conversation about global water shortages.


When better than the Summer Solstice to celebrate adventurous, active families? To kick off Nature Valley's larger "The Summer of a Million Miles" campaign, they partnered with National Geographic for a "Summer Solstice" Moment on June 21. For this iteration of the program, themed posts – aimed at encouraging audiences to get outdoors and hike the country's National Parks – generated reactions of awe and inspiration, while connecting Nature Valley to the National Parks.


Through The Moment, National Geographic highlights critical issues, brings millions of people together around single salient causes, and sparks dialogues, engagement and action.


To amplify the National Agriculture Day Moment, National Geographic distributed 38 social posts and four themed Snapchat units, garnering 95.6 million impressions and 2.3 million engagements (both 2.5x higher than initial goals). Agriculture Day content sparked active social dialogues that resulted in a higher-than-normal volume of comments and evoked strong opinions around four key conversation themes – vegans vs. carnivores, science and innovation, more food vs. fewer people, and humane production vs. animal rights. In all, The Moment inspired audiences around the world to rethink the production and consumption of food.


The World Water Day Moment garnered more than 111 million impressions and 2.7 million engagements in a single day, through 30 social posts across National Geographic's Instagram channels, eight posts across National Geographic's Facebook channels, an Instagram Story and a Snapchat takeover. Through the distribution of compelling imagery and editorial content, National Geographic brought the global water issue home for consumers around the world.


Nature Valley's Summer Solstice Moment, which included 31 unique social posts across National Geographic's Instagram channels, an Instagram Story and a Snapchat takeover, garnered 118.5 million impressions and 3.7 million engagements in one day. The campaign generated an overwhelmingly positive response and active conversations around both hiking and Nature Valley, outperforming social engagement benchmarks across the board.


Video for National Geographic: The Moment

Entrant Company / Organization Name

National Geographic Partners