WINNERS WILL BE ANNOUNCED AT THE DIGITAL CEREMONY ON MAY 3RD! SUBSCRIBE TO WATCH!

12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 4th Annual Shorty Social Good Awards

Bring Good Home

Finalist in Integrated Campaign, Retail & E-Commerce

Gold Distinction in Pro Bono

Silver Distinction in PSA

About this entry

Goodwill was getting a bad rap. Public opinion was full of misperceptions, including that the stores were for-profit, it was “Big Box thrift,” and frankly, it was boring.

But that couldn’t have been further from the truth. For starters, Goodwill is a nonprofit driven by a strong mission: to help local community members overcome challenges by offering skills-building, job training, and job placement programs funded by sales at Goodwill stores. Far from Big Box, everything about Goodwill is local. It sells goods donated by the community, which go back into the hands of the community, with sales funding jobs to support the community. And if you ever spent time browsing those unique local items on its shelves, you’d know Goodwill was anything but boring.

So we set out to shift Goodwill’s brand perception, increase awareness of its mission, and ultimately drive more shoppers to its stores.

Why does this entry deserve to win?

When you buy from Goodwill, you buy into your neighborhood. This simple idea became the strategic jumping off point for our whimsical, powerful campaign: Bring Good Home.

Bring Good Home shows shoppers that when they bring home good stuff from Goodwill, they give their whole town a reason to celebrate. Because they’re also doing good in the neighborhood. The campaign highlights the thrift store’s fun, interesting, one-of-a-kind finds — from a pair of retro metallic platform boots to a totally weird-yet-perfect cat teapot. And it shows how getting those items helps fund local job training and placement programs in your neighborhood. The ultimate win-win.

It all came to life through film, social, radio, display, print, and OOH. Since everything Goodwill does is for the community, we wanted to include the community in our marketing. So we featured real Goodwill items, included real employees and beneficiaries in our film, and thanked real Goodwill shoppers.

 

Results

In the first five months since launching, we received $1.5MM of donated media. During that time, preference to shop at Goodwill among the general public increased by 3%. That’s 3% of the entire United States adult population, or more than six million people, who are more inclined to shop at Goodwill after seeing our creative. Which all adds up to a lot of good for Goodwill, and most importantly, for the communities it serves.

Media

Video for Bring Good Home

Produced by

Digitas, Ad Council: Goodwill Industries International, Inc

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, and the rest of the social web.

the 12th annual shorty awards will take place on may 3rd.