THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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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

Searching for Hobey Baker

Finalist in Sports Podcast

Objective

Every fervent American hockey fan knows the name Hobey Baker - collegiate hockey’s most prestigious trophy is named for him - but few know the real story of this legendary player. Using an archive of personal letters, newly unearthed source materials, and extensive interviews, the podcast recontextualizes this athletic phenom through the lens of his lesser-known struggles as a queer man in the early 20th century.

The result of four painstaking years of research and reporting, it takes a profound investigative look at the complicated, unforgettable life of a fascinating figure. The journey not only takes us through that life, but also explores the ways we have

obscured, and too often marginalized, LGBTQ people in America: erasing them from history—especially when it comes to sports.

 

Strategy

One of the challenges of telling this story was bringing the early 20th century, a time before audio recordings, to life. To do this, the production team worked with voice actors to read from a trove of personal letters, newspaper articles, and journal

entries. In addition, an immersive sound-design and original score were used to enhance the listening experience. The podcast features experts who explain how gay relationships in the late 19th and early 20th centuries were given

significantly more space than we might imagine. The growing and emboldened homophobia of the last two-thirds of the 20th century has blinded us to the comparative permissiveness of the decades before.

 

Results

The Hobey Baker podcast shed new light on a sporting legend who was a football, hockey, military, and potentially LGBTQ pioneer. Narrated by David Duchovney, the podcast garnered significant social media attention - especially in the hockey community - with net sentiment virtually unanimously positive. Google searches for Hobey Baker increased exponentially after the podcast was released - from a 6-month index of virtually 0 to a 6-month index of 94 (on a scale of 0-100).  It’s clear that after listening to the podcast people were willing to learn more and continue the conversation around Hobey - an icon who passed too soon over 100 years ago.

 

Media

Video for Searching for Hobey Baker

Entrant Company / Organization Name

ESPN Films

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Entry Credits