CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 8th Annual Shorty Awards

5 for Big Cats

Finalist in Social Good Campaign

About this entry

Big cats in the wild are disappearing at an alarming rate. As an organization that is deeply passionate about animal conservation, National Geographic's viral campaign, "5 For Big Cats," timed around World Lion Day (August 10), aimed to spread awareness about the plight of big cats and raise funds for National Geographic's Big Cats Initiative which is committed to researching and saving these majestic animals.

The goal was to raise $10,000 by the end of the campaign.

Why does this entry deserve to win?

National Geographic created posts on all social media platforms (Facebook, Twitter, Instagram, Google+) asking their fans to give us a virtual "high-five" - a photo, video, or drawing of themselves giving a high-five, using #5ForBigCats - and give $5 to the Big Cats Initiative. The goal was for fans to create a viral campaign that raised awareness for these endangered animals.

Posts (like this example) educated viewers by explaining the dangers big cats face, and linked to our donation pages to provide opportunities to help.

Results

National Geographic saw a tremendous response to the campaign and overwhelmingly exceeded our goal, raising close to $200,000 -- including a large gift from Arnold Schwarzenegger and participation from Leonardo DiCaprio, Ashley Judd, and thousands more. Other celebrities and brands included:

- Debra Messing

- Stephanie MacMahon

- TOMS

- Mike Ruffalo

There were over 32,000 mentions of #5ForBigCats by the end of the campaign, helping National Geographic explorers to protect big cats around the world. Funds raised went towards building fences to protect livestock, avoid retaliation hunting, and combat poaching.

The 5 for Big Cats campaign is helping to protect the environment cats need in order to survive.

Media

Video for 5 for Big Cats

Produced by

Spredfast, National Geographic

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.