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.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

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.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 8th Annual Shorty Awards

Love Has No Labels

Winner in Non-Profit, Integrated Campaign

Finalist in Video

About this entry

The goal of the campaign was to make as many people as possible rethink bias, and make unconventional notions of love feel celebrated and more normalized.

Even the most liberal of people have implicit bias in built through society stereotypes, even if they don't consciously act on it. But addressing this is near impossible when these same people don't acknowledge they're affected by it. Introducing them to the concept in a surprising manner was core to the planning of this campaign. They were to never feel shamed but asked to rethink.

Why does this entry deserve to win?

To launch the campaign a live x-ray installation was created on Valentine's Day in one of the most liberal places on earth Santa Monica CA. It displayed skeletons kissing, hugging and dancing. The thousands of onlookers mentally filling in the blanks. When the people stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias. An on screen call to action directed them to a website, where a test by Harvard University educated them about bias and diversity.

A video of the event was then posted on social media to maximize sharing and spark conversation.

Simultaneously on Valentine's Day a number of rival brands (Pepsi/Coca-Cola, StateFarm/Allstate, Unilever/P&G) agreed to unite and support the campaign by removing their own labels -their logos- on social media. This and sharing the video with their millions of fans was designed to ignite further conversation.

Results

10,000 people witnessed the event live. A video of the stunt went immediately viral (over 40 million views in two days). It recently hit 160 million combined views becoming the fastest spreading campaign ever, the 2nd most viewed and shared PSA in history after just 3 weeks.

Over 1.8 billion media impressions.

National and international TV networks talked about the campaign as well as iconic TV shows and

influential Newspapers, websites and blogs.

Funny or Die created a hilarious parody helping the film become part of culture.

Skeletons and X-ray device used by Youtube "Rewind 2016" to honor the most viral video of the year.

A large number of couples used the online toolkit to post pictures showing their love on social

media, some of them finding in the campaign an opportunity to courageously post a message to tell

friends and family that they were gay.

Finally numerous celebrities shared the campaign including the First Lady of the United States,

Michelle Obama.

Media

Video for Love Has No Labels

Produced by

R/GA, Ad Council

Link