MUMBAI: Tonic Worldwide – a digital-first creative agency has achieved recognition at The Shorty Impact Awards 2024. It has won three awards for its non-profit campaign with Smile Train in the following categories:
Won Audience Honour for ‘Diversity, Equity & Inclusion’ category
Won Gold Honour for ‘On a Shoestring Campaign’ category
Won Audience Honour for ‘On a Shoestring Campaign’ category
This initiative focussed on creating the first cleft-inclusive image repository on Shutterstock, setting a new benchmark for representation of women with clefts, in visual communication.
This repository is a ready source for brands and organizations to use for their day-to-day communication. Several brands, across categories like Water purifiers, FMCG, BFSI etc have already adopted these images, seamlessly integrating them into their campaigns and public messaging.
The Smile Train campaign underscores Tonic Worldwide’s commitment to using creativity as a force for positive change, empowering organizations to adopt more inclusive narratives in their communications.
Sudish Balan, co-founder, chief creative officer, Tonic Worldwide said, “These honours at The Shorty Impact Awards reflect more than just creative excellence—they underscore the importance of purposeful storytelling. With Smile Train, we didn’t just create an image repository; we built a tool for change, challenging the norms of representation in visual communication. This initiative is proof that even on limited resources, creativity can create ripples of inclusion and inspire brands to rethink how they engage with diverse audiences. This win is a reminder of the transformative power of ideas rooted in empathy.”
Smile Train senior VP, regional director Asia, Mamta Carroll said, “The Shorty Impact Awards are validation of the power of inclusive storytelling and its ability to shift perceptions. By creating a repository that highlights the beauty and strength of women with a facial birth difference, we’re not just challenging stereotypes—we’re offering a platform for greater visibility and empowerment. This campaign has proven that even small steps can make a big impact when creativity and empathy come together for a common cause.”
Link to winning campaign video:
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