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

Beautycounter Uses Digital Advocacy To Drive Women to Vote

Finalist in Mobile Campaign

About this entry

Beautycounter has built a brand synonymous with advocacy. For years Beautycounter has advocated for stricter guidelines and regulatory laws to shift the personal care industry away from harmful and questionable ingredients. While their advocacy efforts in the past have been focused in the personal care industry, Beautycounter also believes in the importance of participating in our democracy.

On August 25, 2018, Beautycounter expanded their advocacy efforts and launched a new get out the vote (GOTV) campaign using Phone2Action's digital advocacy platform. The goal of the campaign is to mobilize women to vote in the upcoming 2018 midterm elections. Beautycounter did not endorse specific candidates nor a political party as the company's sole goal was to increase the number of women voting in the Midterm Elections. Beautycounter plans on keeping the campaign live until Election Day, November 6th.

Why does this entry deserve to win?

In order to meet its goal of driving women to vote, Beautycounter utilized Phone2Action's digital advocacy platform to reach women where they live online – via popular social channels and through customer email communications.

On August 25th, Beautycounter officially launched the campaign via Facebook, Twitter and Instagram (including Instagram Stories). The campaign includes a direct call-to-action for women to sign an online petition pledging to vote in the 2018 midterm elections. Once users sign their pledge, they are asked to encourage their friends to make the same pledge via their own Facebook, Instagram and Twitter accounts. The campaign will continue until Election Day and Beautycounter plans to contact those who pledged prior to the elections to ensure they follow through with their pledge.

A significant feature of the campaign is Phone2Action's Unique Source Code Tracking and Beautycounter's strategic initiative to incentivize others to encourage their friends and family on social media to also take the pledge to vote. After an individual takes the pledge to vote, they are given a unique source. They are then encouraged to use that source code on their own personal media account. That source code is a unique identifier that Beautycounter can use to track how many other individuals a previous action taker has accumulated. Beautycounter used prized incentive, an ipad and other Beautycounter products, to motivate individuals to share on their own social media channels.

Unlike other GOTV efforts, Beautycounter focused only on women and did not advocate for any politcal party or candidate.


Since Beautycounter launched their Pledge to Vote campaign on August 25, 2018, more than 3550 advocates have pledged to vote this November. The campaign will continue to engage with women until Election Day. Beautycounter is committed to getting women out to the polls regardless of party affiliation and have regularly broadcasted their campaign via email, Facebook, Twitter and Instagram. By doing so, Beautycounter has successfully gotten more women to participate in the 2016 midterm election and continue to do so.


Produced by

Phone2Action, Beautycounter


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.