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.
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.