The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 4th Annual Shorty Social Good Awards

“Equal Pay Day” by Tamara Mellon

Entered in Call to Action

About this entry

Tamara Mellon set a goal to develop and mobilize a base of advocates to action on behalf of the Paycheck Fairness Act which would add additional protections to the Equal Pay Act of 1963 to help close the gender pay gap. They looked to get advocates to action by contacting their legislators and asking them to vote for the bill. 

Why does this entry deserve to win?

To achieve their objectives, Tamara Mellon utilized the Phone2Action platform to find and motivate advocates to contact their elected officials. They created a campaign that had individuals sign up as advocates, found their elected officials, and had them send emails on behalf of the Paycheck Fairness Act. Tamara Mellon effectively used their corporate brand to attract fans of their company to the campaign to take action. They also gave the option to share the campaign with their friends and family through Twitter and Facebook, which is an effective way to increase one’s advocate pool. Additionally, Tamara Mellon provided the option for advocates to receive email and text updates on the campaign and other similar causes. By doing all of this, they created an effective platform to establish a growing base of advocates, mobilize those advocates to take action, and have an existing base of advocates available for future campaigns. 


This campaign was one of SameSide’s most successful and most effective at drawing the attention of potential advocates. This campaign was able to sign up 335 new advocates, advocates that took action for this campaign and help establish a base of supporters for future campaigns. Additionally, those 335 advocates made 1,235 emails to legislators. Having over 1,000 connections to legislators meant that this campaign was extremely successful at saturating congressional inboxes with their message on the Paycheck Fairness Act. While it is ultimately up to Congress to listen and take action on this cause, this campaign exceeded expectations in its ability to reach as many elected officials as it could with a strong base of advocates demanding action on this issue. 

Entrant Company / Organization Name

Tamara Mellon, SameSide and Phone2Action, Tamara Mellon