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/9th-impact/"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
From the 9th Annual Shorty Impact Awards

Careforth Caregiving Spotlight: Caring for "Dangerous" Dan with Down Syndrome

Bronze Honor in Disability Awareness

Audience Honor in Disability Awareness

Objectives

We developed a heartfelt testimonial video that tells the story of an incredible family enrolled in our program. We strategically launched the video on July 26th, in alignment with National Disability Independence Day, and partnered with Good News Movement to amplify our message and reach a broader audience. Our goal was to produce a captivating and emotionally powerful video that not only showcases the profound impact of our services but also aligns with our core mission and values.

The video focuses on Dan, who has Down Syndrome, and his family’s caregiving journey. Dan’s story serves as an inspiring example of how our support enhances emotional well-being, builds confidence, and improves quality of life. By sharing their experiences, we vividly illustrate the meaningful benefits of our services.

To further extend our reach, we developed additional versions of the video for our owned social media platforms and published a detailed story on our blog. Partnering with Good News Movement and deploying content across multiple channels allowed us to generate excitement, increase visibility, and foster a community around our Instagram launch. Through this initiative, our goal was to deepen engagement, inspire positive conversations, and expand our impact.

Strategy and Execution

To bring our project to life, we began by collaborating with Pixela Films to produce a deeply engaging testimonial video. Our plan of action involved spending a day with Dan and his family, who have been a part of our program for 16 years. The goal was to capture their inspiring journey and showcase the profound impact of our services on their lives. Dan's vibrant personality and the strong support network surrounding him were central to the story we aimed to tell.

During the filming process, we focused on highlighting not only Dan's amazing character but also the warmth and dedication of his family and care team. This allowed us to create a narrative highlighting the emotional and practical benefits of our support.

One of the unique aspects of our project was the strategic partnership with Good News Movement. We recognized that their platform would help us share this impactful story with a wider audience. Given that we recently rebranded and are evolving and launching new social channels, including Instagram, this collaboration was essential for maximizing our reach.

A significant challenge we faced was the timing of our Instagram launch. At the time of filming, we didn’t have an Instagram account. To address this, our team worked diligently to establish the account and prepare for the launch, achieving this within 2 weeks of the video’s release.

Overall, our project’s uniqueness lies in its authentic storytelling and the strategic use of partnerships and social media to amplify our message. By overcoming these challenges, we successfully brought Dan’s story to a broader audience, reinforcing our mission and engaging our community.

Results

Our campaign objectives were successfully met, and we consider our efforts a resounding success based on several key metrics. We exceeded our impression and engagement targets across all across all assets with a total of 1.2 million impressions and 17,200 engagements. The partnership with Good News Movement played a significant role in amplifying our reach.

The impressive reach and engagement metrics, coupled with the tangible growth in our social media following, demonstrate that our efforts effectively met our objectives. The campaign not only amplified our message but also successfully engaged a broader audience, underscoring the impact and success of our strategic approach.

Media

Entrant Company / Organization Name

Careforth

Links

Entry Credits