An Instagram-driven campaign empowered more than 58 million people around the world to thumb their nose at the Russian government for their oppressive stance against LGBTQI activism and protests. The campaign encouraged people of all sexual orientations to share pictures of themselves kissing their partners, while location tagging the shots to the Kremlin. With Instagram’s geotag option, a virtual LGBTQI protest was held at a site where no such protest could be held in reality.