ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 5th Annual Shorty Social Good Awards

Disney The Lion King Protect the Pride

Winner in Animal & Wildlife

Finalist in Integrated Campaign, Entertainment

Gold Distinction in Business-NGO

About this entry

 

Since Disney’s The Lion King was first released in theatres 25 years ago, Africa has lost half of all lions in the wild. So, as part of our efforts celebrating the release of the 2019 reimagining of the film, The Lion King, Disney announced a global conservation campaign to raise awareness and support the Wildlife Conservation Network’s (WCN) Lion Recovery Fund (LRF). 

The Wildlife Conservation Network’s Lion Recovery Fund supports a variety of partner organizations working across Africa to benefit people, wildlife and habitats. WCN has established an unparalleled reputation for how they lead, manage and evaluate the programs they oversee and the LRF is one of their premiere programs.

The LRF vision to double the number of lions in the wild by 2050 protects wildlife and habitats which support a healthy ecosystem. Their three-pronged strategy:

To help double Disney’s donation and double the lion population by 2050, Disney invited audiences, fans, guests, employees, and cast members to take part in celebratory products, experiences, and grants as part of The Lion King Protect the Pride campaign, for a total contribution of $3 million towards lion conservation. 

 

 

 

Why does this entry deserve to win?

Strategy

Leveraging the dedication, expertise and track record of the Disney Conservation Fund (DCF) and utilizing Disney’s convening power to bring together experts tackling the issue, we implemented a multi-prong strategy to help raise awareness for the plight of African lions. And, by activating Disney’s large global reach and numerous consumer touch points, we utilized resources from across the company to help promote the film’s release with an innovative and impactful cause marketing campaign and provided a philanthropic donation connected to consumer action. 

The campaign supported Lion Recovery Fund through philanthropic contributions, strategically aligned with the film’s overarching marketing campaign, specific cause marketing initiatives and activations. 

We also strategically leveraged our storytelling content, platforms, resources and partnerships to elevate awareness of this critical issue and inspire public action for lions.

Implementation

The campaign kicked off with an enterprise-wide announcement, the launch of the Disney.com/LionKingProtectThePride website and an inspirational and impassioned short-form video (The Lion KingProtect the Pride talent video) which leveraged the star power and popularity of filmmaker/director, Jon Favreau, and film talent including Donald Glover, Keegan-Michael Key, Seth Rogan, Alfre Woodard and others, addressing the threat to lions in the wild, promoting the conservation campaign, and a consumer call-to-action. Talent also supported by posting the video through their social channels. 

We engaged consumers through strategic touchpoints connecting them to the Lion Recovery Fund to donate directly to the campaign, and providing purchase opportunities and other activations.  

Leveraging Disney’s global reach, we launched 100+ activations enterprise-wide and through external partners in 35+ countries. Key external partners included Prince Harry and The Royal Foundation’s conservation program, 70+ zoological institutions through the Association of Zoos and Aquariums and its global counterpart (WAZA) who supported through messaging, education and local in-person activations. 

Disney hosted the Lion Footprint Forum at Disney’s Animal Kingdom which brought together 90 conservation leaders and funders from 18 countries across Africa to brainstorm effective strategies for the future. The convening was the first of its kind in 20 years.  

An additional outcome of the convening took shape in the form of The Lion King Protect the Pride – conservationist videoCombining the expertise of conservation leaders who participated in the Forum with clips from the Disney film and footage from WCN’s LRF partners working in the field, we provided a platform to increase public excitement for bringing back the lion population and habitats, and encouraging participation in these efforts.  The video was shared across digital and social media platforms, and was an added bonus feature for The Lion King in-home and digital release.

The Protect the Pride activations offered unique guest experiences and an influencer/media event at Disney’s Animal Kingdom and products including special edition Simba and Nala plush whose purchase generated donations by Disney. Other customized tie-ins included Regal/IMAX Theatres collectible tickets, a footprint at the film’s press junkets and red carpet premieres, a Making of The Lion King book, a Playbill insert at The Lion King on Broadway, and employee screenings and conservation panels across the company. 

Results

While supporting the film release -- an important corporate initiative -- we successfully amplified the cause, driving traffic to the LRF website, and driving brand value to Disney. 

Media

Video for Disney The Lion King Protect the Pride

Produced by

The Walt Disney Company

Links

Entry Credits