Russia oppresses protesters and classes LGBTQI activism as illegal. Those who attend parades risk being detained or imprisoned. An Instagram-driven campaign encouraged people of all sexual orientations to kiss their partners and share pictures, while location tagging the Kremlin. Using Instagram’s geotag option, the Kremlin feed became a protest site where no protest could ever take place in reality.

The campaign reached almost 58 million people, was endorsed by a large number of celebrities and was even featured in a UN speech on LGBTQI rights.