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.

From the 8th Annual Shorty Awards

Ask Pharma

Entered in Twitter Presence, Social Good Campaign, Hashtag, Meme, Creative use of Technology, Non-Profit

About this entry

Every year, over a million children die of pneumonia and other respiratory

diseases around the world. That's one child lost every 35 seconds.

Pfizer and GSK have a pneumonia vaccine. However, they price the vaccine so

that the countries that need it most can't afford it. And the countries can't even

negotiate because the pharmaceutical companies are completely opaque about

the cost.

Doctors Without Borders (globally known as Médecins Sans Frontières)

needed a way to pressure Pfizer and GSK to reveal their pricing policy,

with the ultimate goal of convincing the companies of the need to lower the

vaccine price.

Why does this entry deserve to win?

In the age of the 24/7 news cycle, we had to drive awareness and participation around a complex issue with little time and almost zero budget.

Our solution: focus primarily on one channel (Twitter), create a hashtag that functions as a call-to-action (#AskPharma) and employ a creative device designed to spotlight Big Pharma's lack of transparency (an ASCII symbol that allowed us to hide information in our posts, resulting in the internet's first-ever "Redacted Tweets.")

Through pointed questions around pricing addressed to @Pfizer and @GSK — with key words blacked out — we delivered a simple, effective way to pressure Big Pharma.

Results

In just a few short weeks, our Redacted Tweets/#AskPharma initiative:

Media

Video for Ask Pharma

Produced by

Atmosphere Proximity , Doctors Without Borders // Medecins Sans Frontieres

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.

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