Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

What’s the elevator pitch for your project?

We’ve always encouraged our guests and staff to show their colors, and it’s made The Standard’s world the vibrant, unconventional place that it is. The Standard is not to every taste, but everyone is welcome to join our mission: to create spaces where individuality is celebrated, and extraordinary experiences are shared. We stand with the characters and communities who bring their magic to our world. We will use our voice, platform, and creativity to make the world more like the one we share. Stand Up.

What was the impetus for this project? What real-world challenge were you trying to solve?

We are honored to take care of people from all over the world, and the diversity of our employees defines who we are. As a community that celebrates interconnection, self-expression, and the spirit of travel, we oppose any threats to these values. The Standard uses its voice, spaces, and creativity to encourage positive and productive activism that supports lasting social progress. We don't tell people how to express themselves, we provide a platform for them to do it.

Once you settled on your idea, what was your first step in moving it forward?

It all started with Ring Your Rep A direct line to Congress at each of our hotels.

In our mission to be a platform that makes activism accessible to anyone, we installed phone booths with a direct line to Congress at all five of our hotels in NYC, LA, and Miami. Within each phone booth is a script that guides guests and visitors through the call process and allows them to get vocal on the issues that matter to them most, at no cost to them whatsoever. We brought our Ring Your Rep platform from the booths to all 967 of our guest rooms where we installed a direct-dial feature on the in-room phones.

Was there a moment during the project where you ran into a hurdle; or faced a problem you didn’t know how to solve? Take us to this moment, what happened and what did you do next?

As a public brand that chooses to be politically involved, you always risk alienating or losing a potential customer in doing so. While we indeed receive angry guests, we overwhelmingly felt that the impact we would make on the world far more superseded this loss.

Did the real-world impact meet your expectations? Can you share an example?

Our phone banking events for the midterms held at The Standard, East Village, The Standard, Hollywood, and The Standard, Miami, made 25,000+ calls total, helping to pass the following legislation, directly impacting the lives of millions. This plus the 6,000 calls to date from our Ring Your Rep phone booths to Congress account for over 30,000 calls that have gone to seeing positive change make its way across the country!

Last but not least, our fundraising efforts for programs such as the ones described above have raised a total of $100k.

About the Public Service & Activism category

Branded content hubs, videos, articles, or native programs that that serve to facilitate political change, public participation in civics, government policies/pursuits, or social activism.