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

Fast Fashion + Climate Change

Entered in Single Post or Activation

Objective

In the election cycle of 2024, Vocal Media partnered with Future Forward to encourage viewers to vote for Kamala Harris on the basis of several key issues affecting voters: the economy, climate change, and reproductive rights. Vocal tailored each issue to a set of creators and made explicit the links between their established content style—beauty, fashion, personal finance—and what was at stake in the election. As part of that program, we paired fashion and thrifting creators with climate messaging. Our goal was to inform viewers of the role fast fashion plays in driving climate change, while encouraging viewers to vote as a climate solution that can lead to strong regulations on carbon emissions from prominent fashion brands.

Strategy

TikTok and Instagram have made it increasingly difficult to make political content go viral. Their algorithms prefer short-form, entertaining, comedic content that allows viewers an escape. In order to get our messaging in front of as many viewers as possible, Vocal Media partnered with key creators with content that can seamlessly integrate political messaging without losing their authentic styles. To accomplish the goal of increasing awareness for climate legislation, and encouraging viewers to vote on behalf of climate change in the 2024 election, Vocal Media partnered with Maggie Nelson, a creator known for upcycling fabrics into gorgeous gargments. She used her most viral content format—taking former curtains and turning them into a dress—to educate viewers about the perils of buying fast fashion, and why voting for climate champions will help regulate production and pollution from some of our favorite companies.

Results

From extensive and research-proven climate messaging guidance, Vocal Media developed specialized language for creators in a 1-pager entitled: "Your Outfit Should be Hot—The Climate Shouldn't." Creators like Maggie Nelson expanded on their typical content, whether that was Get Ready With Me outfit compilations, thrifting hauls, or sewing clothes, to incorporate the message that investments in climate infrastructure are good for everyone. Creators balanced individual solutions to consumption and pollution, such as thrifting, with more collective actions like voting in order to fight against climate change—and look good while doing so! Maggie Nelson's video exemplified the goals of the campaign, reaching over 42 million viewers across TikTok and Instagram, and incorporating politics at a time when few viewers expected to find it in such an organic TikTok video. She informed viewers of fast fashion brands' unsustainable production, as well as the Inflation Reduction Act, the biggest investment in climate in American history.

Entrant Company / Organization Name

Vocal Media, Future Forward

Links

Entry Credits