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From the 4th Annual Shorty Social Good Awards

MTV News Sound On - LGBTQ+ Representation

Entered in LGBTQ+


In its Sound On series, MTV News invites influential voices in pop culture and social media to the table for a no-holds-barred discussion on the nuances of identity, intersectionality, and turning your lived experience into a blueprint for your best and most authentic life. Our goal was to take the traditional "celebrity roundtable" concept and use it to create meaningful conversations about topics that are often avoided or ignored. We wanted to bring these conversations, which often happen on social media, to life in a way that makes anyone feel like they have a seat at the table.

Strategy and Execution

LGBTQ+ Representation is moderated by writer John Paul Brammer and features four panelists: actor Ian Alexander, influencer Stephon Mendoza, comedian Sydnee Washington, and actor Lachlan Watson. In one 25-minute video and multiple social-first clips, they talk about their own hopes for LGBTQ+ representation, what Pride means to them, how social media impacts their identity, and how they define themselves and tell their stories on their own terms. We worked hard to ensure that each participant was able to represent a different perspective on the topic – to underline that although people may identify similarly in one way, each layer and intersection of our struggles and triumphs are important and worth discussing. We encouraged healthy dialogue and asked pointed questions that allowed each panelist to share their point of view, making way for genuine and authentic conversations.

When it came time to release the video, we wanted to diversify the format and meet our audience where they are with content that was native to each platform. For the full-length video, YouTube met our audience's need. Smaller segments for Facebook, Twitter, Instagram and Instagram Stories were produced completely native to their platforms. By breaking out key moments in social-first segments, we met our viewers in their own feeds and in digestible features.

Rollout spanned the course of several weeks to create air for each individual clip to make space for the nuances of each conversation. In addition to the full-length video, there were 39 individual social media posts, as well as individual photos of each panelist, and one editorial story on to support.


To date, MTV News Sound On – LGBTQ+ Representation has received over 130,000 plays across all platforms.


Entrant Company / Organization Name

MTV News


Entry Credits