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/16th/"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 16th Annual Shorty Awards

NYC Health + Hospitals NYC Care "Doctor PSA" Video Series

Audience Honor in Local Campaign

Objectives

In New York City, the NYC Care health care access program from NYC Health + Hospitals acts as a lifeline for undocumented immigrants. It guarantees low-cost and no-cost services such as primary care, specialty care (cardiology, podiatry, etc.) and affordable medications to all New Yorkers regardless of immigration status or ability to pay. Despite the services available, however, many who are eligible for the program are not aware of it, and are reluctant to seek government services, for fear of deportation or being labeled a public charge. For example, based on estimates from other states, over half of undocumented Latinx immigrants do not have a usual source of care outside the emergency room.

 

NYC Care approached community-based organizations and community leaders about the 'trust gap,' who spoke of the role of doctors as trusted messengers, and planned a video series featuring doctors encouraging New Yorkers to enroll in the program and schedule a primary care appointment with a physician they trust.

 

The objective was to create a targeted multilingual video series featuring NYC Health + Hospitals doctors from immigrant backgrounds to highlight the benefits of the program. The videos would feature doctors speaking directly to New Yorkers to alleviate their concerns. The video campaign's performance would be tracked along a number of metrics, such as video views, website traffic, and enrollment- which would ultimately demonstrate how much members would trust our program to deliver them care.

Strategy and Execution

We wanted the videos to be welcoming and approachable for our target audiences while delivering clear and easy-to-understand information. Show the Good, our production partner, took many considerations during production to ensure the viewer felt at home watching the pieces. Interpreters were on site to ensure fidelity to the original translation while keeping the language colloquial and approachable. We filmed the physicians on a seamless white backdrop to allow for graphic overlays to provide key information to members. We created a branded graphic template that could be easily iterated in all four campaign languages. The b-roll in the videos features businesses and community groups in neighborhoods surrounding NYC Health + Hospitals locations. The PSAs themselves, as well as some of the b-roll, was filmed on location at NYC Health + Hospitals/Elmhurst in Queens and at NYC Health + Hospitals/South Brooklyn Health.  After all four main languages were finished, we professionally captioned the English video in ten additional languages to ensure a broad reach.

 

Central to the strategy and execution of the project involved creating videos in the top languages of our members: in English, Spanish, Mandarin/Simplified Chinese, and Bengali. Working across these four languages with four different speakers, we recorded the videos to encourage NYC Care-eligible New Yorkers to understand its benefits and enroll in the program.

 

Once the videos were completed, we wanted to ensure they could reach our target audience. We released the videos in a press conference with the Asian American Federation and invited ethnic and community media to attend. We posted it across our NYC Health + Hospitals social media channels and shared it with our city agency partners to post on their end. We also shared the videos with our 22 community-based organization partners and with internal newsletters.  The video was posted on the NYC Care website, and shared on the NYC City government TV stations, NYC Gov and NYC Life. We sent out targeted email blasts to our members, encouraging them to watch the videos to understand the benefits of the program. Finally, the videos were used for targeted social media posts as part of a broad, city-wide public awareness campaign.

Results

Across all of the metrics we tracked, the videos were a success. In the period from when they were launched in June to the end of our fall campaign in December:

 

 

Media

Entrant Company / Organization Name

NYC Health + Hospitals, NYC Care program

Links

Entry Credits