ENTER THE 2021 SHORTY IMPACT AWARDS

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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 8th Annual Shorty Awards

Adopt A Life Partner

Winner in Real Time Response

Finalist in Pets & Animals

About this entry

The Ashley Madison leak dealt a huge blow to relationships all over the world. We wanted to use it as an opportunity to drive rescue dog adoption – getting all the newly single people to adopt a new life partner.

Why does this entry deserve to win?

Use the cultural phenomenon of the Ashley Madison leak to raise awareness of rescue dogs. We created PSA style videos of both a cheater and someone cheated on discussing how they moved on from their failed relationship and found better companionship with a rescue dog. The videos featured real rescue dogs that could be adopted with a single click.

Results

YouTube

(Woman)Dogs Don't Cheat. Adopt a Life Partner. - 22,377

(Man)Dogs Don't Judge. Adopt a Life Partner. - 8,481

FB

(Woman)Dogs Don't Cheat. Adopt a Life Partner. - 1,589

(Man)Dogs Don't Judge. Adopt a Life Partner. - 41

Details from Coverage Book earned media report(attached), but in a nutshell:

Pieces of Coverage: 27

(EST) Coverage Views: 347K

Social Shares: 8.09K

There is one thing to keep in mind:

We had no budget for a media push, and this was essentially all earned media garnered by the great work, and a little pr.

Also – all three doggies (Wanda, ShackShack and Molly/Olly) have found forever homes!

Media

Video for Adopt A Life Partner

Produced by

DigitasLBi New York, Rescue Dogs Rock NYC

Entry Credits