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

#LoveWins at Colorado State University

Entered in Education

About this entry

On June 26, 2015, the U.S. Supreme Court ruled in favor of marriage equality. Colorado State University's social media team ruled in favor of posting about it – but our decision to post did not come lightly. Or easily.

In our role of serving as the voice of Colorado State University, we typically remain neutral regarding political messages in our social media messaging. We understood that this post could be a great success, or a total fail. As an institution, CSU is committed to cultivating diversity, inclusiveness, acceptance and tolerance – so stepping up, in a timely manner, in support of the SCOTUS ruling was important. It was a risky thing to do. But it was the right thing to do. Had we done nothing, our silence could have been deafening.

Our objective was to create a message that spoke to students, faculty, staff, friends and alumni, showing CSU's support for our diverse campus community. Our goal was to create a visually striking image that was relevant to the roots of our university while adding CSU's voice in the larger conservation surrounding the historical moment.

Statistically, GLBTQ students are at an increased risk for suicidal thoughts and behaviors, and if our message could help just one student or CSU community member feel accepted and included, we would serve CSU's mission of fostering an environment of inclusion and acceptance.

Why does this entry deserve to win?

There are two things that we knew would make this campaign successful. First, it had to be timely. We didn't want to jump on a bandwagon later in the day or over the weekend, like some universities ended up doing. We knew that we needed to post quickly the morning of the ruling. Second, we knew that using the right visual was paramount. It had to be something authentic to connect CSU to the SCOTUS ruling.

Our strategy included creating a visually compelling, timely graphic, relevant to Colorado State University that incorporated the colors of the rainbow that would engage our social audiences across our institutional platforms, and provoke feelings of pride and acceptance for our diverse campus community.

Fortunately, we already had the perfect asset. In 2012 on National Coming Out Day, a beautiful photo was taken on CSU's Oval. The giant trunks of the Oval's iconic elms were wrapped in rainbow colors. We knew immediately that this was the right visual. The Oval is the heart of campus and we knew this image would resonate well with our social audiences.

After the #LoveWins icon was created and overlaid onto the photo, the graphic was posted on all of CSU's social media platforms with a quote from President Obama's speech regarding the SCOTUS ruling, "For all our differences, we are one people – stronger together than we could ever be alone."

The key features of this graphic are the use of CSU's iconic Oval, the rainbow ribbons tied around the elm trees and the #LoveWins icon. We succeeded in creating an image that not only represented Colorado State University, but also included the colors of the rainbow in a meaningful way. The selection of President Obama's quote as the corresponding message that accompanied the graphic was carefully deliberated.

This work was unique to our industry because we were the only major university in the Midwest to post in support of the SCOTUS ruling. In fact, only a handful of schools nationwide made the courageous decision to post about the ruling.

We weren't sure how our fans would react to our #LoveWins posts, so our expectations for engagement statistics were undefined.

The #LoveWins message was posted to all of CSU's institutional social media channels including Facebook, Twitter, Instagram, Pinterest and Snapchat.

Results


The impact of our decision to post about #LoveWins turned out to be social gold.

We had great success on Instagram and Twitter – in June, our Instagram photos averaged 840 likes. We posted two #LoveWins images that received a combined 3,134 likes. A new Instagram best.

But the biggest impact was on Facebook. On average, CSU's Facebook posts organically reach an average of 50,000 people, garner about 1,000 likes and receive 30 comments. To this day, #LoveWins is our second most popular Facebook post. Ever. It reached 530,432 people (organically), received 10,353 likes, 2,533 shares and 154 comments.

Engagement wise, #LoveWins sparked lots of emotion across our social platforms. As we expected there would be, some people shared their dissenting views, but what we didn't expect was the overwhelmingly positive response. On Facebook, for example, the comment thread was flooded with sentiments of pride and acceptance including this heart-felt fan comment, "It was personally moving to come across the picture above yesterday – especially since it came from the University … I couldn't be prouder that University leadership is raising the standard in what it means to be truly welcoming."

We recognized the historic impact of the SCOTUS decision and wanted to share a message of inclusiveness, acceptance and tolerance for our community here at CSU. Looking back five years from now, we will know that we weren't silent. In the end, we believe that "Love" wasn't the only winner on June 26, 2015. CSU won, too.

Media

Produced by

Colorado State University

Links

Entry Credits