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

Encouraging Scots to savour their Scotch

Gold Honor in Local Campaign

Entered in Corporate Social Responsibility Campaign

Objectives

Awareness of recommended guidelines for weekly alcohol consumption remains low. Recent research from the Scottish Government and NHS Scotland revealed that only 32% of drinkers could correctly identify the recommended maximum weekly alcohol intake, with confusion persisting around the strength of different drinks.

'Made to be Measured' is a three-year behaviour change campaign by the Scotch Whisky Association, marking its first-ever consumer-facing initiative. The campaign aims to promote responsible consumption, encourage awareness of alcohol content, and highlight the importance of measuring drinks at home. It positions Scotch whisky as a product to be savoured, while also raising awareness of the Scottish Chief Medical Officer's low-risk drinking guidelines.

Strategy and Execution

In response to a competitive pitch, ‘Made to be Measured’, was designed to resonate with the ethos of Scotch Whisky’s craftsmanship and drive awareness of alcohol unit consumption in a way that was meaningful to consumers. The concept emphasised the careful measure of time it takes to create whisky, while subtly integrating the message around responsible drinking and unit consumption. 

Initially, the brief was broad, covering all individuals over legal purchasing age (18+) in Scotland. However, through in-depth audience analysis conducted using YouGov and GWI data, we strategically refined our target to a more precise group where alcohol unit awareness was notably lower: adults aged 25-55. This age bracket, which we identified through data insights, provided an opportunity to deliver the message with greater relevance. 

By examining consumer behaviours and media consumption trends, we selected digital platforms that over-indexed against this audience, ensuring that our campaign met people where they naturally engaged. This insight-led approach set the foundation for a highly focused, multi-channel digital media plan that would maximise reach and impact. 

The campaign deployed a carefully curated mix of paid social media (Meta ads), programmatic display, and digital audio.  

Each channel was chosen to drive targeted engagement and amplify awareness: 

Through this strategically layered approach, we effectively reached our target audience, raised awareness, and drove meaningful engagement around responsible drinking. 

Results

In 2023 (Year 1), the campaign achieved significant visibility, positioning the Scotch Whisky Association as a leader in responsible drinking.

Post-campaign research (by Jump Research) showed:

“I think it's got a good kind of no-nonsense, informative style, the carousel having comparatives between other alcohol I think is also quite useful. Like all the information you really need is in the ad.” research respondent.

Scottish First Minister Humza Yousaf noted:

“The whisky industry’s willingness to raise awareness of alcohol misuse and the health risks associated with high consumption of alcohol, through the Scotch Whisky Association’s ‘Made to Be Measured’ campaign, is very welcome”. 

Media

Entrant Company / Organization Name

Smarts, Scotch Whisky Association

Link