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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?

With the launch of The Race Issue last April, we hoped to start a discussion on social that gave people the space to talk about their experiences, their own sense of identity, and the complexity of race in today's society.

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

We hoped that through our coverage and #IDefineMe campaign, that we could contribute to the larger, ongoing dialogue on race issues today, and provide our audiences with a way to connect with one another on topics that would otherwise be polarizing and divisive.


Did your team have a breakthrough or “a-ha” moment while formulating or executing this project?

Because of our reach, and with the help of some celebrity attention from people like Oprah, this campaign brought people together—and brought new audiences to National Geographic.

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

All of the teams across the organization coordinated over the course of weeks to months, to deliver on the campaign's many moving parts.

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?

Given the sensitivity of the topic, and the fact that we were asking people to share pieces of themselves with us, we knew we only had one chance to get it right. We asked a wide group for feedback, addressing all of the potential perceptions of our campaign hashtag and the messaging we used before settling on our final concept.

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

The project generated high reach and social engagement, sparking conversations on social with emotional reactions and mostly positive sentiments.

What technologies/media did you use to develop this project (AI, Social Media, WordPress, etc.)?

We used our reach across all of our digital publishing and social media platforms in addition to our print magazine.

Was the tech/medium you chose crucial to conveying your message? If so, why?

Reaching our audiences where they are—on multiple platforms—was key to this campaign's success.

How will you use technology in future work to create inspiring, cutting-edge projects that also make a difference in people’s lives?

This campaign is a prime example of how powerful it is to engage with our community one-on-one, and we plan to build on these efforts in our future work.

About the Culture & Lifestyle category

Social media content created by or executed on behalf of an organization, publication, or institution dedicated to culture and lifestyle, including the arts, architecture and design, culinary culture, relationships, popular and Internet culture, etc. Entries in this category include content series, franchises, and campaigns created for social. Platform agnostic.