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 9th Annual Shorty Awards

Orlando United

Winner in Sports

About this entry

On June 12th, the City of Orlando changed forever. The Pulse Nightclub shooting shook the city to its core and that included the players and staff of Orlando City SC. When Orlando City SC woke to the news, calls and texts immediately came in from their entire digital staff - people wanted to help.

Orlando City had a mid-week U.S. Open Cup match, and an MLS home match scheduled for the coming weekend. Would the games even happen? If so, how would we handle it? We decided that we would dedicate the week to doing whatever we could to help the city heal, mourn, and remember.

Why does this entry deserve to win?

The City of Orlando approached our social team in an effort to collaborate on the creation of a city-wide hashtag that could unite the community. After much deliberation, we landed on #OrlandoUnited and began working on our content strategy. Our goal was to be reserved, but impactful. We decided to only post in black and white, do no promotions, and be as respectful as possible to those impacted by the shootings. The #OrlandoUnited hashtag extended beyond Orlando City SC to other local sports clubs including the Orlando Magic and the Orlando Pride. The black and white content posting and #OrlandoUnited support extended to a national audience through the Major League Soccer league channels, U.S. Soccer, and many more sports/league/media/celebrity influencers.

Another major goal of this campaign was fundraising for the One Orlando Fund. We started by having our in-house graphic design team create an #OrlandoUnited Logo which we then shared with the City of Orlando and our other local sports team. We created an Orlando United t-shirt and other graphics with this shared logo. We dedicated our Gameday Posters sales to the cause while also creating an auction for game-worn jerseys from our team and other teams from around the world.

Mid-Week Match: After much debate, we decided to cover our mid-week Open Cup match like we normally do in-game, but we continued to keep our message the same offering the Orlando City fans something to rally around and serve as a positive distraction for a grief stricken community.

The Match: June 18th was an emotional day for our city and our social team as well. There were so many things to capture as the entire city came together to mourn and heal. We held a moment of silence (unprecedented, mid-game) at the 49th minute to honor the victims and the pregame ceremony for the game included a number of tributes, fan flags, #OrlandoUnited t-shirts, and a rendition of the classic song "All You Need is Love." In the weeks following, the soccer community rallied around Orlando with their own tributes in support. This included U.S. Soccer captain Michael Bradley wearing a rainbow colored captain's armband during the next national team match and a number of MLS teams across the nation creating their own flags and specialty tributes at their own stadiums.

Results

Sales, Fundraising, and success:

#OrlandoUnited T-Shirt sales generated over $250,000 in donations for the One Orlando Fund. Gameday Posters and auctions generated an additional $31,000 in donations for the fund.

Orlando City SC also dedicated 49 seats in our new stadium in honor of the victims. This section will debut during the upcoming 2017 MLS season beginning in March.

While our #OrlandoUnited campaign had a massive impact in fundraising and in the community, it was also a statistical success as well.

Social statistics (Orlando City SC channels only):

Facebook - 43 Posts (Impressions: 11,601,819), Engaged Users: 429,278

Twitter - 117 Tweets (Impressions: 5,110,967), Engagements: 326,295

Media

Video for Orlando United

Produced by

Major League Soccer

Links