If you follow any cool newsletters on the Internet, I’m positive that you heard about the Webby Awards. My inbox and social feeds were bombarded with requests to vote for Webby nominees – and I don’t blame them! The awards are “the leading international award honouring excellence on the Internet.” The Webbys are presented by the International Academy of Digital Arts and Sciences – a 200+ member judging body. Winners are selected for recognition based on “overall experience” as well as excellence in website, film & video, advertising, media & PR, mobile sites & apps, social, and podcasts & digital audio. Because the awards include promotional campaigns, social user experience, and PR creativity, it was a natural decision for me to start lurking the campaigns. I believe you can learn a lot from the excellence of others and that creativity sparks creativity. So without further ado, lets take a look at some of my favourite finds while scrolling through the nominees.
Refinery 29 recognized a conversation many people have on a day to day basis and decided to do something about it through the 67 per cent project. The majority of women (67%) in America are plus-size (a size 14 or above), but they make up only 2% of images in mainstream media. The launch of the 67 per cent project was an attempt to change the staggering figure. The company ensured that 67% of the bodies on their site, newsletter, Instagram and Snapchat channels would be plus-size during the launch week of their campaign. They also spent six months shooting stock photos and redesigning illustrations to accurately represent the women in their country. Allowing women and young girls the opportunity to see themselves represented on the pages of a popular website is a huge feat that will not go unnoticed. You can help change the ratio by using #SeeThe67 to share how you want the media to be inclusive.
Microsoft also launched an important message this International Women’s Day in support of STEM. The campaign directed at young women encourages the girls to #MakeWhatsNext. It encourages the belief that when young girls are encouraged to pursue science, technology, engineering, and math (STEM), the potential to solve problems is doubled. The site hosts videos of girls doing amazing things including finding the cure and being the solution. Visitors can gain insights from LinkedIn to make their dream job into a reality, find ways to bring STEM into classrooms, and learn about how to advocate to ensure all youth have access to computer science education.
The queens and kings of diversity advertising did it again this year with the launch of Dear Media. After years of being called out by the media, Shawn Johnson became the face of the newest Dove campaign encouraging the media and general public to pay attention to the athletic ability of women in sports and not just their looks. The campaign video, Dear media: an athlete’s beauty is her say, launched in Time Square with a billboard that broadcasted actual sexist comments the media has made about female athletes. The website also hosts the ability for visitors to send their own message to media to encourage the #MyBeautyMySay message.
My favourite find was perfectly timed to when I was watching 13 Reasons Why. This was Louise’s phone gives a live look into cyberbullying at its worst – the perfect campaign decision to come from an internet company. Viewers of the site are able to interact by clicking hundreds of balloons that pop up as texts to see the kinds of messages Louise was getting every day. You learn the story from Louise’s dad’s perspective after his daughter had lost the fight to cyberbullying. The action message required on the site after going through all of the content is to commit to three acts: If I see anyone being bullied, I will tell a responsible adult to put a stop to it. I will not write or share any hurtful messages online or via my phone. I show others the same respect online as I would in real life. Visitors are able to share the pledge on their Facebook accounts or sign in through email.
What campaigns have you enjoyed over the last year?