All results were achieved with zero dollars in paid media.
Short Life Stories exceeded its already high expectations. We saw 63,000,000 earned media impressions, 3,800,000 social coverage impressions, and 3.4 Billion impressions in press release syndication. Our story was picked up over 680 times, a 127% increase from last year, and our content was shared by influential spokespeople across politics, entertainment, and culture globally. Adidas Global, The Canadian Federal Government and The City of Toronto all shared the film on social channels. With so much vitriol online, we took it as a major win that we garnered 100% positive sentiment on our social content.
We drove over 35,000 website visits where our hero content was housed and education about the trans experience could take place.
Beyond the coverage and awareness results, we hit another important milestone in securing another $200,000 in government funding for White Ribbon as a direct result of the campaign. The funding was put in place to continue White Ribbon’s educational mandate around ending gender-based violence and discrimination.
Lastly, UNESCO engaged White Ribbon to leverage the film to fight transphobia globally in 2024.