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.

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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.

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From the 7th Annual Shorty Awards

#TossTheTube

Entered in Social Good Campaign

About this entry

Objective

Every year, over 17 billion toilet paper tubes are thrown away. Put it altogether and you'd have enough rolls to fill the entire Empire State Building...twice! Recognizing the wastefulness of the situation, Scott launched a new product that tossed the tube—Scott Brand Naturals. The goals of the campaign were simple:

- Drive awareness for environmental responsibility.

- Encourage consumers to share their support by pledging to #TossTheTube.

Strategy

Scott needed people to see the big impact that their new tubeless toilet paper could make. To demonstrate, Scott built the Empire State building out of paper tubes so the world could get a measurable sense of how much they could directly help Scott eliminate over 160 million pounds of waste a year.

When individuals took the pledge to save, they were rewarded with a coupon for Scott Naturals Tube-Free Bath Tissue. As the number of pledges continued to rise, so did the coupon amount. . User-generated content poured in from people who supported the easy and impactful change. Visitors to the site could see who's pledging to #TossTheTube for good and join by sharing their own pledge.

Outcome

To date, over 6.3 million tubes have been saved by people pledging to #TossTheTube for good. User-generated content has ranged from declarations of support to tagging friends who they knew would appreciate the cause.

Why does this entry deserve to win?

Toilet paper rolls stack up—literally—and Scott wanted to give the world a glimpse of what that amounts to and then introduce the opportunity for them to change that picture.

This campaign puts environmental responsibility into perspective and immediately presents consumers with a way to take action. The volume of consumers who've made the pledge, showcases the direct impact that Scott Brand Naturals has made.

Twitter was flooded with people encouraging friends to join the effortless switch to tubeless rolls. Scott found a cause that directly aligned with their brand and made it easy for consumers to jump on board.

Media

Video for #TossTheTube

Produced by

VML & Spredfast

Link

Entry Credits