---
title: "Shorty Social Good Awards: #EveryoneIsWelcome Wins Video"
url: https://stacklist.com/card/ea08c9ea-5a3a-4cd0-a9af-ce6e7262a16f
source_url: "https://shortyawards.com/2nd-socialgood/everyoneiswelcome"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "#EveryoneIsWelcome is a Shorty Social Good Awards winning video campaign by Mistress and Discover Los Angeles that created a human-powered billboard at LAX with volunteers holding welcome signs in four languages to counter travel ban concerns. The campaign used real-time flight tracking and emotional storytelling to promote Los Angeles as an inclusive destination welcoming travelers from around the world."
tags: "social-good, travel-activism, multilingual, community-engagement, video-campaign, diversity-inclusion, shorty-awards"
key_entities: "Shorty Social Good Awards (event), Mistress (organization), Discover Los Angeles (organization), Los Angeles (location), LAX (location), travel ban (concept), #EveryoneIsWelcome (concept), President Trump (person)"
classification: "video"
content_hash: "sha256:2e0aa58289f34a04325ce2d529756b05e78f1b22d6cf118cdfb11c4913798c73"
acp_version: "0.2"
token_counts_approximate: 1518
visibility: public
agent_accessible: true
status: "final"
---

# Shorty Social Good Awards: #EveryoneIsWelcome Wins Video

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 2nd Annual Shorty Social Good Awards #EveryoneIsWelcome Winner in Video Entered in Hospitality & Travel Objectives Coming off the heels of President Trump's proposed travel ban, the travel industry was at a standstill. With Los Angeles being a popular destination amongst tourists with 47.3 million travelers visiting our diverse and inclusive city, we had to ensure the world knew Los Angeles was the welcoming place it's always been. Mistress and our partner Discover Los Angeles wanted to address Trump's travel ban and spark a cultural movement. We had a simple and clear message that we wanted to share with the world, and that was "Everyone is Welcome." Strategy and Execution To ensure the world knew Los Angeles was the welcoming place it's always been, Mistress, with the help of hundreds of Angelenos, created a human powered billboard visible to incoming planes touching down at LAX. The signs were created by volunteers, each holding up a place card that came together to spell out the universal greeting "welcome" in four different languages – Mandarin, Arabic, Spanish and English. Each of the giant welcome signs were timed to incoming flights based on their origin, using real-time flight tracking data and many months of preparation. We filmed our live activation and the emotional stories behind the people that volunteered. The film was pushed out on Discover LA's social channels and was supported with a digital media buy in the social space. Results The activation sparked a cultural movement united by the hashtag, #EveryoneIsWelcome. People even used the hashtag to tell their own stories and their sense of belonging. In fact, there was so much chatter that #EveryoneIsWelcome became a trending topic on Twitter the day of our live activation. On Facebook, our film generated an impressive 2.6 million views, was shared over 1.4k times, and had over 4k engagements. Our activation was also shared on Instagram, reaching 643.7k fans and 12.8k engagements. The comments section was filled with support and a sense of belonging. It even made some Angelenos cry with pride for what Los Angeles stands for. And it didn't stop on our channels, our human powered "welcome sign" was heard around the world. Our activation received press coverage and 54 news stories from publications such as LA Times, Billboard, and Forbes in just a short 48 hours after the event and garnered 673K media impressions worth an earned ad value of over $1MM. Media Video for #EveryoneIsWelcome Share this entry Entrant Company / Organization Name Mistress Agency, Discover Los Angeles Link https://www.youtube.com/watch?v=JTFHKplysn4&t=4s Entry Credits Damien Eley ECD at Mistress Agency Christian Jacobson Strategy at Mistress Agency Maggie Cadigan Brand Director at Mistress Agency Rachel Guest Senior Creative at Mistress Agency Celine Faledam Senior Creative at Mistress Agency Iman Forde Senior Project Manager at Mistress Agency John Boudouvas VP, Marketing at Discover Los Angeles Jamie Foley VP, Global Communications at Discover Los Angeles Jeremy Bacharach Group Creative Director at Discover Los Angeles Bill Karz VP, Digital Marketing at Discover Los Angeles m ss ng p eces Production Company Dave Horowitz Production Director at Bastard Productions Rob Henry Editor at Bastard Productions Bastard Production House Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link