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Special Project

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From the 9th Annual Shorty Awards

Best Use of Medium Length Video - ATTN:

Finalist in Medium-Length Video

About this entry

ATTN: is an issues-driven media company. Our mission is to deliver engaging content to a mobile-first audience. Every day we produce videos, articles, and commentary telling stories worth your attention. ATTN: believes in informing people to make a social impact. Through compelling, issue-driven content, we strive to engender greater participation in communities, the political process and the world around us. Our audience is hungry for substance delivered in an interesting way: videos, graphics, original animation and yes, good writing, too. ATTN: is starting conversations around issues that matter and meeting our audience where they live: on phone, screens and on social media.

Why does this entry deserve to win?

Our branded content strategy is to directly mirror the success of our editorial approach.

A primary benefit that ATTN: delivers to brand partners is our ethos as an issues-driven media company. This makes our content more evergreen than traditional news or entertainment publishers, and allows brands to join an ongoing ecosystem of diverse social impact content. Not all 'issues' are hard-hitting, and our programming covers everything from parenting to food, personal finance to travel. With us, partners have the opportunity to get behind a social cause without necessarily entering 'unsafe' territory.

ATTN: doubled down on Facebook video when it launched, and we have mastered the science of social video. When Facebook changed their algorithm to prioritize friends over publishers, we were one of the few companies that benefited because our content has such a high share rate on social.

We apply our video expertise to branded content by developing all concepts based around a broadly relatable yet surprising 'share statement' that our audience will want to align themselves with. We find this share statement, and the corresponding issue at the core of the video, by imagining a Venn diagram in which ATTN: and our brand partner can overlap in an authentic conversation.

With branded content at ATTN:, we don't shy away from product or brand integration while finding the right balance to encourage optimal viewership and sharing. For example, because most of our videos incorporate data, we can use products to illustrate statistics or other relevant facts to create a compelling narrative about an issue.

Finally, ATTN: has never paid to promote a single piece of branded or editorial content, and we have grown to deliver over 400M Facebook video views per month and 11M visits to Our partners find success by entering this organic two-way conversation we've so carefully built and fostered over the past two years.

In a time of greater political engagement and a shifting landscape of social causes, ATTN: helps brands stand up for something bigger and therefore become more trustworthy. This isn't just 'good for the world', it carries concrete ROI: our audience ranks above average (index: 125) on wanting to pay more for a product made by a company they trust.

ATTN: branded content helps our partners establish themselves as a voice, a stance, and a company that's impossible for young people ignore.


ATTN: has finalized a number of branded projects since its inception in 2014, and our branded videos have been highlighted on the Brandtale Leaderboard. Brands continue to partner with ATTN: to communicate a greater message to our growing audience.


Video for Best Use of Medium Length Video - ATTN:

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