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3rd Annual Shorty Social Good Awards Categories


See below for official categories. The regular entry deadline is August 29th, 2018.

From the 2nd Annual Shorty Social Good Awards

Nando's PERi-PERi: Everyone Is Welcome

Finalist in Food & Beverage, On a Shoestring

Entered in Social Justice, Multi-Platform Campaign

About this entry

Donald Trump's presidential election made many in Washington, D.C. feel their values were under attack.

Nando's PERi-PERi, which has 27 restaurants in D.C. and its surrounding area, felt compelled to cut through the polarized, antagonistic atmosphere with a message of inclusivity. Motivated by its roots in South Africa, Nando's sought to stand up for those most marginalized, including its own immigrant employees. Aware that many were struggling to effectively communicate their frustration, we decided to take the lead.

Why does this entry deserve to win?

Ten days before inauguration, we installed full-window signs in all of Nando's D.C. restaurants with the following message:

Nando's PERi-PERi is an IMMIGRANT EMPLOYING, GAY LOVING, MUSLIM RESPECTING, EQUAL PAYING, MULTICULTURAL chicken restaurant where EVERYONE IS WELCOME.

We placed the statement on the counters of Nando's restaurants, staff t-shirts, a custom website for download, and in the Washington Post Express—D.C.'s commuter newspaper with a reach of 339,000—via a full-page ad. But we wanted even more people to have a voice.

Two days later, we distributed 60,000 posters through the Express featuring the "Everyone Is Welcome" message—unbranded—so anyone could use them. We encouraged readers to place them in their windows during inauguration week to make explicitly clear that "Everyone Is Welcome." The posters took on new life as protests signs almost immediately, appearing in protests across the United States for months after the campaign's launch.

Results

Results included:

The campaign became an international celebration of inclusivity that extended beyond the brand, reflected the shared values of Nando's and the U.S., and reminded the world that Everyone Is Welcome.

* Week of Jan 22, 2017 - Mar 20, 2017, fast casual industry benchmark.

Media

Video for Nando's PERi-PERi: Everyone Is Welcome

Produced by

NOBODY, Nando's PERi-PERi

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The regular entry deadline for the shorty social good awards is august 29th, 2018