THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Black History Month "In Bloom" Hero Spot

Entered in Multicultural Community Engagement

Objective

Since 1976, the United States has celebrated Black excellence in all forms every February with Black History Month. During a month-long remembrance of significant people and important events in Black history, people from across the country share their stories to build a cohesive, safe, and strong community for all people.

ABC looked to honor Black History Month by elevating Black voices on the network, putting the focus on the Black creators, their stories, and the stories they tell through television. The network worked to increase awareness among viewers of those stories on ABC and its affiliated networks, in all their forms.

 

Strategy

America’s history with its Black citizens is a long and complicated one, and the country’s existence is undeniably due in no small part to Black Americans standing tall throughout that history. ABC honored that powerful legacy by platforming Black voices and urging viewers to listen to their stories, from all across the world of entertainment.

The network's Black History Month promo placed a spotlight on a number of creators from across the entertainment spectrum, including "Reasonable Doubt" star Emayatzy Corinealdi, Director and Producer Prentice Penny of "Black Twitter: A People's History," "Grey's Anatomy" star Chandra Wilson, "Abbot Elementary" star Sheryl Lee Ralph, and "Black Cake" star Glynn Turman.

The efforts of these individuals in their communities, professional lives, and across borders and boundaries have genuinely positively affected so many lives and the "In Bloom" spot showcases these efforts beautifully using masterfully presented interviews that put the focus not just on the interviewees, but on their tales as well. All attention is directed at their voices and the words they carry, to turn viewers into listeners.

 

Results

ABC’s efforts for the “In Bloom” hero spot (and greater campaign) during Black History Month 2024 were a resounding success because they authentically celebrated Black creativity and culture while driving measurable impact.

This included:

Media

Entrant Company / Organization Name

ABC