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

Special Project

Special Project
From the 13th Annual Shorty Awards

Kay #EveryKiss

Finalist in LGBTQ Community Engagement

Entered in Social Activism, Instagram


In recent history, the LGBTQ+ community has made major strides in their fight for equality. But even today, they are made to feel uneasy with public displays of affection. 

So for Pride 2020, amid a global pandemic, stay-at-home orders and social unrest, Kay saw an opportunity to bring people together by evolving their iconic tagline, “Every Kiss Begins With Kay,” to stand for all kinds of love.

Strategy and Execution

A social initiative that launched on National Kiss Day, a week before Pride Sunday, to celebrate Pride and show that when Kay says “Every Kiss...” they mean—every. Single. Kiss.

It had to be simple, post a kiss with someone you love on Instagram using #EveryKiss to help raise awareness and support for the LGBTQ+ community. 

It launched with well-known LGBTQ+ influencers posting their #EveryKiss pic on Instagram, initiating the Pride celebration. They then invited their followers to do the same. 


With a modest campaign budget of 100k the results went far beyond the campaign goals: 23M Total Impressions, 22M Total Reach, 330K Total Engagement.  #EveryKiss infused new meaning into Kay’s iconic tagline, turning it into a symbol of love that now stood for all kinds of love.


Video for Kay #EveryKiss

Entrant Company / Organization Name

MediaCom Creative Systems, Kay Jewelers

Entry Credits