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

The First Ever Cleft-Inclusive Image Repository

Gold Honor in On a Shoestring Campaign

Audience Honor in On a Shoestring Campaign, Diversity, Equity & Inclusion

Entered in Nonprofit Partnership

Objectives

Most cleft-affected women are apprehensive about wearing bright lipstick due to lack of representation.

In India, over 35,000 people are born with a cleft each year, yet there was not a single beauty-related image found when we searched for "Indian woman with cleft".

We set out to bring representation for cleft in the mainstream media and reimagine the parameters of beauty with that.

Strategy and Execution

Smile Train India built the First Ever Cleft-Inclusive Image Repository on Shutterstock for brands to use in their ads and communication at large.

Our panel discussion with Brut. India also stirred up the conversation.

We managed to make noise for beauty to be more fluid, more inclusive through representation, in our attempt to eventually create a world where we need no representation at all.

Results

* 16M+ Reach

* 22M+ Views

* 39K+ Engagements

* 2M+ Earned Media Value with global PR coverage

* Brands like Dabur, So Good, Brita were the first ones to use these images in their communication

* Organizations like Miss Diva, Feminism In India, Face Equality International started talking about the initiative organically

* Influencers like Shibani Bedi, Pratik Gandhi, Amol Parashar and more also talked about the initiative organically

And the real success was seen in the multiple comments, DMs and shares that we received from the cleft community appreciating this campaign. 

We achieved all this on a shoestring budget of $13,200.

Media

Entrant Company / Organization Name

Smile Train India

Links

Entry Credits