CHECK OUT THE SHORTY SOCIAL GOOD WINNERS SEE THE LIST

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

World's Smallest Baby

Finalist in Health & Fitness

About this entry

Born at only 23 weeks and 3 days gestation — and weighing a mere 245 grams — micro preemie Saybie* is the world's smallest surviving baby. She was delivered at San Diego's Sharp Mary Birch Hospital for Women & Newborns, California's largest maternity hospital. The hospital is recognized as among the best in the world in caring for micro preemies, giving Saybie an exceptional chance to thrive.

Early in her stay, the Multimedia team at Sharp began to document her journey through the NICU. Given the immense patient privacy constraints regarding telling stories in the field of medicine, the teams at Sharp Healthcare's Marketing & PR departments were able to craft a compelling story and integrated campaign while maintaining anonymity for Baby Saybie's family (as requested by the family).

 

The health and well-being of Saybie came first, so teams had to remain nimble regarding access, release dates and the need to maintain privacy. Nevertheless, the Multimedia team was able to create a compelling video that drove millions of views on social media as part of an integrated campaign (sharp.com/worldssmallestbaby).

*Baby Saybie is a pseudonym to protect her anonymity

Why does this entry deserve to win?

With parents’ permission, the Multimedia Team from Sharp’s Marketing Dept. began filming Saybie in early April. Six filming sessions occurred, capturing Saybie’s continued growth until she was discharged in mid-May. Sharp’s PR team teased local media a day ahead of the press conference. More than a dozen reporters showed up for the 5/29 morning press conference: 10News, NBC, CBS8, Fox5, KPBS, KUSI, Union-Tribune (English and Spanish), El Latino, NBC Telemundo, Canal 12 Televisa and Univision San Diego. Marketing enacted its plan to broadcast live via Facebook, activate the sharp.com page, post to social media and distribute the press release. 

Key elements of the plan included:

 

Results

The story was syndicated globally using photos and video from the team. According to Meltwater the story held a potential reach of over 2.9 billion potential viewers generating over $26 million dollars in advertising value equivalency. It generated more than 4,500 stories, garnering global coverage from every major news outlet including The New York Times, CNN, People Magazine, The Guardian and countless others.

*Data as of June 14th 2019 (15 days post release)

•Social Media

•Sharp.com

Media

Video for World's Smallest Baby

Produced by

Sharp Healthcare

Link

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! Regular deadline is on February 6th, 2021