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

The Legal Aid Society x Kettle: “Do NYC Justice”

Entered in Social Good Campaign

Objective

For nearly 150 years, The Legal Aid Society has championed social justice in courts and communities—The Legal Aid Society is built on one simple but powerful belief: that no person should be denied the right to equal justice.  Despite these long-standing efforts, many of New York's most vulnerable communities remain unaware of services beyond 911 that are designed to help them feel safer in their neighborhoods. The Legal Aid Society, America’s largest social justice law firm, enlisted Kettle to take its mission a step further with a clear yet ambitious goal: make justice accessible and actionable in every NYC borough; capture the attention of vulnerable communities and emphasize everyone’s right to justice.

Strategy

With a clear goal, we set out to connect every NYC neighborhood to vital community justice resources and aid in the areas where New Yorkers needed them most. To achieve this and effectively reach our audience in the crowded streets, we knew we had to take a diligent, thoughtful approach. 

We analyzed public NYPD arrest data to pinpoint over-policed areas. We then cross-referenced these locations with our campaign’s service sites to prioritize where our message would have the most impact. 

We refined our creative approach through audience surveys and monadic testing with 1,000 respondents from key NYC neighborhoods. This data-driven strategy ensured our campaign was not only impactful but also culturally relevant and effective in sparking action. Our team focused on evolving The Legal Aid Society’s brand elements to help make our message stand out in a sea of ad space - a challenge within itself. We focused on using bold, large typography in a distinct neon green, paired with striking imagery to grab attention and stop busy New Yorkers in their tracks—whether in the subway or on the street.

Our efforts resulted in the launch of “Do NYC Justice,” a 360° marketing and public awareness campaign to create a better vision of justice for under-resourced communities across NYC. We sought to provide access to a one-stop resource directory for New Yorkers looking for information or help surrounding their rights while uplifting community members for more community investments along the way. 

We launched this campaign across 165+ subway ads, 150+ LinkNYC kiosks, 450+ bus ads, and over 150 business windows in local shops, bodegas, and community hubs. This included a two-week digital takeover at the Jamaica subway station in Queens. Each placement featured QR codes leading to a landing page with critical resources for housing, mental health support, employment, violence prevention, and more. 

The rollout also included targeted social media content and influencer marketing initiatives, mailers and other grassroots collateral including books, zines, and personalized stickers to reach citizens at a neighborhood level. The campaign also focused on boosting citywide resources through 311 NYC Services, 988 Mental Health Crisis Intervention, 100 Suits for 100 Men, or Center for Justice Innovation / Save Our Streets (S.O.S.).

 

Results

The Legal Aid Society has been doing impactful work that many people were unaware of, especially the under-resourced communities in need of information. Our “Do NYC Justice” campaign was a hyperlocal targeted campaign that appeared in marginalized neighborhoods where people are most often in need of help, but least often connected to essential community resources and equitable services. The campaign did more than make more noise across the city - it drove action. It was highly visible and spread across digital, out-of-home and direct mail and featured in MTA locations. 

We achieved the goal of raising awareness, driving change for New Yorkers and giving people hope through resources in times of uncertainty. We made resources accessible by sharing information as many places as possible. 

By targeting key areas, we expanded our outreach with low costs and efficiently achieved a greater impact. Results include:

-33M total impressions

-5x+ clicks YoY*

-80% reduction in cost-per-click YoY* 

*compared to a 2023 campaign

 

Media

Entrant Company / Organization Name

Kettle, The Legal Aid Society

Links

Entry Credits