The Early Deadline is December 9th! Enter Now!

Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 7th Annual Shorty Awards

AT&T - It Can Wait

Finalist in Multi-Platform Campaign, Social Good Campaign, Hashtag

About this entry

97% of teens are aware of the danger of using their phones while behind the wheel, but they still continue that deadly behavior. For them, FOMO outweighs the fear of dying while driving.

To break this addictive behavior we gave them something simple to ease the social pressure to respond. #X to pause the conversation. A simple text shorthand, signifying to friends and family that they're about to drive and can't respond.

To educate teens about #X, we leveraged celebrities like Demi Lovato, R5 and Shaun White in broadcast and digital PSAs. YouTube influencers, Viners and content publishers like Funny or Die, College Humor and Google helped us to create teen relevant content without losing the seriousness of our message.

Teens then got involved in their own way. Twitter became our loudest voice with teens sharing how they use #X, #X Gifs and #X Driver's-side selfies, leading to over 1.2 Billion organic impressions.

Why does this entry deserve to win?

Teens are addicted to the buzz, the vibration, THE DING. They need to be constantly connected to the world. Research told us that 97% of them are aware of the extreme danger of using their phones while behind the wheel, but they still continue that deadly behavior. For them, FOMO outweighs the fear of dying while driving.

To break this addictive behavior, we needed an antidote. So we gave them something simple to ease the social pressure to respond. #X to pause the conversation. A simple text shorthand, signifying to friends and family that they're about to drive and can't respond. It was replacement therapy, pure and simple.

To educate our teen audience about #X, we leveraged celebrities like Demi Lovato, Shaun White and R5, who we knew they would listen to. Broadcast and digital PSA's in their voice spoke more directly to teens than any brand could ever expect to.

We expanded our reach by bringing in YouTube influencers, popular Viners and content creators. Partnerships with brands and publishers like Funny or Die, College Humor, Awesomeness TV, and Google allowed us to create entertaining content that we knew teens would respond to without losing the seriousness of our message.

Then we turned it over to teens and let their peers and their friends to get involved in their own way. Twitter became our loudest voice with teens sharing how they use #X, #X Gifs and #X Driver's-side selfies. We even pitted high schools against each other in a nationwide Twitter-battle.

Results:

Media

Video for AT&T - It Can Wait

Entrant Company / Organization Name

MRY

Link