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From the 5th Annual Shorty Social Good Awards

ER Nurse Films Losing Battle With Covid-19

Gold Honor in User Generated Content


☝️ To amplify the best UGC during a collective crisis and to impactfully inspire viewers to take action for the greater good: Wear a mask! Social distance! 

☝️ To stand out in a sea of content during an unprecedented moment in the digital media sphere. 

☝️ To tell powerful human stories of sacrifice and humanity to inspire courage, selflessness and compassion. 


Strategy and Execution

Less is more: Pamela Orlando's story needed a platform. She did all of the hard work, and unfortunately she lost her life. Our goal was to amplify her story in the most organic way possible. 


Our 5 million+ followers were blown away by this incredible woman. Her video was one of our highest-performing of the year on both Facebook and Instagram, and was our highest-performing video on covid-19. Audience retention was through the roof, with most viewers engaging with the video for close to a minute. It was viewed by 30 million people and performed 150% better than our average post. 


Entrant Company / Organization Name

In the Now