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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Welcome to Chechnya x them. interactive article

Finalist in Media Partnership

About this entry

To drive awareness around the new documentary Welcome to Chechnya, HBO partnered with Conde Nast’s them. publication to shine light on the atrocities of Chechnya’s gay purge as well as other hate crimes happening against the LGBTQ+ community around the world.

Why does this entry deserve to win?


After its one week run (from 6/23-6/30), the article delivered 1,505,905 impressions and generated a click-through-rate of 0.51% (significantly greater than them.’s CTR benchmark of 0.21%). Attached please view the reporting with added benchmarks. The them. takeovers delivered 7x the originally forecasted impression goal with over 350K impressions. The Engagement Rate for our dark social posts driving to the custom content was 14.4% compared to the 7% ER benchmark.


Entrant Company / Organization Name

HBO, Conde Nast (them.), Hearts + Science


Entry Credits