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 4th Annual Shorty Social Good Awards

Achieving Tomorrow: Voices

Entered in Corporate-Community

About this entry

The potential for success lives in every child, and there is nothing more powerful than a community coming together to help realize this potential. The Achieving Tomorrow: Voices creative communications campaign highlighted the impact educators, administrators, community leaders, parents, and business leaders can have when they join forces to help students succeed by preparing students for the jobs of tomorrow.

Our objective for this campaign was to raise awareness for the role and importance of education in preparing students for success in the workforce, with the goal of inspiring public support among target audiences. We also sought to highlight the contribution that business engagement can make towards these goals.

Why does this entry deserve to win?

In order to meet our campaign objectives, we pursued two clear strategies for our communications efforts:

  1. Tell a compelling narrative to inspire action

Behavioral science research demonstrates that storytelling and personal narratives are the best way to communicate information and engage people around a particular viewpoint. Human brains have a bias toward processing and identifying with stories, particularly when they involve ‘people like us’.

By using portraits and stories from stakeholders across the entire education spectrum, we were able to humanize and communicate the overarching message around the value of education, while also depicting a cross-section of individuals that could connect with a broad audience.

To implement this strategy, we took the following steps:


  1. Effectively engage target audiences on social media

Throughout the campaign, we constantly evolved our tactics and approach, testing the video content around several target audiences and optimizing accordingly. For each city, we shared content by hyper-targeting the local region, as well as neighboring states, to engage communities about the work happening in their own backyard. In addition to the geographical targeting, we also selected specific audiences, which included:

To implement this strategy, we took the following steps:


By implementing the strategies outlined above, Achieving Tomorrow: Voices was enormously successful in generating engagement throughout local communities across the United States. Overall, the campaign surpassed our expectations by totaling 10.7M impressions and 3.8M video views across Facebook and YouTube, surpassing our benchmark of 3M video views. Below please find a breakdown of the results, per city:




New Orleans

It is evident from the success of this campaign that narrative storytelling leveraging digital distribution mechanisms has the capacity to pierce the public consciousness and generate engagement around important issues in the education space. Narrative storytelling is needed now more than ever, and creative communications efforts such as these are apt vehicles for reaching stakeholders outside of policy circles to foster meaningful conversation.


Produced by

Propper Daley, The U.S. Chamber of Commerce Foundation


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, 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.