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Daily CSR
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21st Century Fox Uses ‘Social Media As A Force For Positive Change’


Outstanding campaigns on social media that generated positive impact were recognised by the “Annual Shorty Awards”.

Dailycsr.com – 8 June 2017 – On the 23rd of April 2017, the 9th “Annual Shorty Awards” honoured 21st Century Fox’s campaigns for “social impact” for their “innovative” ways to effectively use social media in draw the audiences’ attention. According to Ethical Performance:
“21CF’s Search for Hidden Figures contest, which distributed more than $200,000 in scholarships to women in STEM, and the Stand with Malala campaign, which drove support and awareness of the Malala Fund and its fight for girls’ education, won their respective categories”.
While, a joke from the “host” Tony’s “opening remarks” went like this:
“Tonight is the night we recognize the individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Musicly, Instagram, and for the last time ever, Vine. But what makes this award show so unique is that it pays tribute to those who are using social media as a force for positive change.”
In partnership venture of PepsiCo and 21CF, during the “Search for Hidden Figures contest”, young professional, women and students were asked to submit videos that would explain the “importance of the STEM fields” to the world. The wining candidates were given “scholarships and additional training” under the “New York Academy of Sciences”. Moreover, the contest “won the Multicultural Community Engagement category”.
The documentary of Davis Guggenheim, “He Named Me Malala”, which was launched on a global scale as “commercial-free broadcast premiere”, under the Malala campaign of “21CF and National Geographic” received the “best Facebook Partnership” award. Talking about the detail of the campaign, Ethical Performance reported:
“The campaign asked viewers to change their Facebook profile to a special video that transformed profile pictures into yearbook photos and then dissolved female users’ profile pictures from the page, representing the millions of girls who are out of school worldwide. For every post, 21CF donated $1 to the Malala Fund for a total of $50,000”.
Other campaign that received awards are:
  • “Deadpool Gets All the Likes”
  • “Deadpool’s Global Domination”
  • “From Deadpool with Love”
  • “Ryan Reynolds IS Deadpool”
Furthermore, Ethical Performance also added:
“Sawhorse Media founded the Shorty Awards in 2008 to celebrate the best content across the social media landscape. The awards for individual influencers represent the public votes of more than 5 million internet users, as well as scores from the Real Time Academy of Short Form Arts and Sciences, which assembles leaders in technology, journalism, business, and culture. The awards for brands and organizations are judged solely by the Real Time Academy.”