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

TSET HYI's Swap Up: Revenge of the Junk Food (Rural)

Entered in Video Ad

Objective

As of 2019, Oklahoma’s Youth Risk Behavior Surveillance System (YRBS) showed that Oklahoma had the 8th highest youth obesity prevalence in the US and 17.6% of Oklahoma teens were obese. Concerning behaviors include insufficient fruit and vegetable consumption and overconsumption of sugar-sweetened beverages. For example, only 9.4% of Oklahoma teens ate vegetables 3 or more times per day and nearly 1 in 4 (22.3%) of Oklahoma teens drank at least 1 can of soda per day in 2019. According to the Mayo Clinic, obesity increases the risk of heart disease, high blood pressure, high cholesterol, diabetes, liver disease, various cancers and sleep apnea as well as an array of other health concerns. These alarming figures highlight the need to not only educate youth about the risks of unhealthy eating, but also to develop messages that drive them to reconsider their daily eating habits. 

Research has found that natural foods are linked to higher rates of happiness, and kids who eat more fruits and vegetables are more likely to do better in school. Meanwhile, processed foods are linked to higher rates of anxiety, depression and stress. Additionally, they can affect your focus and memory and are shown to be associated with poorer attention and poorer visual learning. However, teens are more likely to appreciate the importance of food choices if they are tied to concrete, immediate effects on their lives. Gaining weight in the future, developing diabetes one day or just feeling generally better is not motivating or specific enough.

 

Strategy

In order to reach teens who typically have a short-sighted outlook on their eating habits, we sought to associate the pros of healthy snack swaps (strength, focus, happiness, satisfied hunger) and cons of unhealthy snacks (weak, tired, moody, hungry/bloated) to their lifestyles and everyday activities. We wanted to show them how what they were eating was affecting things like athletic performance, alertness, or energy for class. Specific focus was given to rural teenagers as Oklahoma has many agricultural and farming communities who face a higher obesity prevalence and need specific, relatable messaging delivered. Additionally, we chose to use Native American talent to relate to Oklahoma's large Native American population and ensure proper representation among racial demographics.

This campaign was created using our SAVI approach (with goals that are specific, attainable, viable and impactful) and contains a 30-second flagship video along with a library of creative social assets to increase knowledge about the immediate impact of food on the body and mind. The ads were activated on multiple channels, including radio, television, Snapchat, Instagram, Facebook and YouTube. Ads on cable and television were strategically placed to air during ‘family’ times, when it would be most likely to spark a conversation between parents and their teenage children.

 

Results

Swap Up’s “Revenge of the Junk Food” launched on August 12 and ended on November 4, engaging a rural audience. In total, the campaign garnered over 4.8 million views and 411,965 video completions. Additionally, there were over 78,000 interactions with the video. This campaign was considered a large success based on our benchmarks, which are calculated based on two years of historical data from campaigns run in various states and audience sizes with similar budgets. Comparatively, “Revenge of the Junk Food” garnered 109% more video completiations than expected on Meta with a cost per post engagement of $0.06, and 76% more post engagements than expected at only $0.04 each. Video playthroughs were 56% lower than expected.

This campaign joins the Swap Up campaign in impressive results across the state. In May, 2024, 80% of 203 rural Oklahoma teenagers surveyed were aware of the brand, which was associated with positive behavioral shifts. For example, campaign- aware teens were significantly more likely to report they have consumed fruits and vegetables in past 7 days. These participants demonstrated significantly greater engagement in micro-behaviors, as we all as intentions related to fruit, vegetable, water and sugar sweetened beverage consumption. Rural and urban teens who engaged with the campaign continue to associate drinking more water and fewer SSBs with better sports performance, clearer thinking and improved mood.

 

Media

Entrant Company / Organization Name

Tobacco Settlement Endowment Trust

Links

Entry Credits