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From the 7th Annual Shorty Awards

American Red Cross & Bitly -

Winner in Social Media Tool

Finalist in Social Good Campaign, Most Creative Use of Technology


The American Red Cross wanted to reach a whole new generation of donors – a generation who spend most of their time online. But with no media budget, there wasn't an easy way to get their attention. So we created a new way to display online media - powered simply by something people do everyday: sharing links. Together with the popular link-shortening service, we created, the world's first link shortener that raises money for a good cause. When you share a link, a small ribbon is added to the top of the website you're sharing, encouraging donations for the Red Cross. With a banner on any website shared, this suddenly gave the Red Cross a prominent media buy with no media spend.

Strategy and Execution

With, we created a whole new online media channel especially for the charity. It gives people the ability to help support the Red Cross simply by modifying a small everyday behavior.

Leading social influencers started sharing links right after launch. The media followed suit, with features on The New York Times, Huffington Post, Yahoo! and more.

In the first month alone, more than 80,000 people created links to support The Red Cross, and over a million more responded by clicking. This early success resulted in the Red Cross and Bitly making this a permanent partnership, so will continue to encourage support for the charity.


Video for American Red Cross & Bitly -

Entrant Company / Organization Name

BBDO New York


Entry Credits