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From the 4th Annual Shorty Social Good Awards

Upworthy Presents: Full Femininity

Entered in LGBTQ+


Upworthy believes in the power of a well-told story to change minds and change the world. Not only have we pioneered social-purpose media, but we have been able to use our ability to tell powerful, empathetic stories, combined with a data-driven approach, to build the largest concentrated audience of educated, affluent millennials who give a damn. We know the difference between the video that gets 10,000 views and 10 million — and the difference between getting lost in the noise and getting people to react and engage.

This video was part of a six-episode series between Upworthy and Maybelline that told the story of inspirational women in the beauty space. In this video, we wanted to share some of the specific struggles that transgender women face. We told the story from a different lens than we had seen before, and the result was not only a physical transformation, but an emotional one.

Strategy and Execution

The videos were distributed to Upworthy's nearly 12 million Facebook followers, 382,000 Instagram followers, and 200,000 + daily visitors to


The campaign was incredibly successful with more than 3.3 million views, 8.7 million impressions and 38,000 social interactions. In this video in particular, we were blown away by the positive engagement it received. To date it has 8,700 likes, 1,435 comments and 1,200 shares. To add to that, the comments were overwhelmingly positive toward the topic and Maybelline for being a part of this story.


Video for Upworthy Presents: Full Femininity

Entrant Company / Organization Name

Upworthy, Maybelline

Entry Credits