The Motherland Pride event was launched to initiate the conversation about gender equality in Ukraine and raise awareness.

The culture-changing stunt blew up the media agenda of Ukraine. Everybody, from members of Parliament, to stand-up comedians started talking about it.

In today’s world of PR, taking a stand for a cause that people want to protect is the ultimate conversation driver.

The Motherland Monument - the tallest European statue - is a symbol of Victory and Protection. But even now, in modern Ukraine, there is no protection of gender equality. Defending LGBTQ+ rights is not only hard, it’s also dangerous. Sometimes during Pride events there are more policemen than participants. There have been more than 400 attacks against LGBTQ+ activists over the past 3 years.

In Ukraine, Pride events do not have a long history. COVID-19 in 2020 made it even more difficult, as all Pride events were canceled and switched to online, which reduced the audience dramatically. Online involves only LGBTQ+ activists. Offline Pride events are a moment of visibility for a wide audience. If you cannot be seen, you cannot be heard. KyivPride has a difficult task - during a pandemic they needed a campaign that spread online Pride events across the country.

We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones by attaching a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness on gender equality.

A key aspect of this PR strategy is to present the largest totalitarian symbol in Ukraine in an absolutely new and unexpected way.

We have a very traditional post-Soviet society in Ukraine. We still have a statue with possibly the largest Soviet state emblem in the world on it - the Motherland Monument.

We used this iconic monument - the symbol of Victory and Protection - which in fact “protects” only inhuman Soviet values (??for example, in the USSR there was criminal persecution of representatives of the LGBTQ + community), and turned it into a symbol of gender equality and human rights protection.

A radical change of the symbolism of the monument sharply resonated with society. In fact, with our stunt, we set up the only relevant meaning to the monument - the Motherland should protect all children.

The strategy was all about context— cultural as well as physical.

We would never get permission to hang a flag on the Motherland Monument for political reasons. The dimensions of the sword and flag are such that it is physically impossible to do this without damaging the monument. Therefore, we used a technological solution with a live stream of the event to Facebook.

We used an iconic monument - the symbol of Victory and Protection - which in fact “protects” only inhuman Soviet values and turning it into a symbol of gender equality and human rights protection.

It was an upside-down shift in symbolism that immediately resonated with society. All further distribution was 100% organic. No one paid-media was involved.

The task was to make our Pride event visible in Kyiv during COVID-19 pandemic restrictions. But our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days (Source: CMM).

The culture-changing stunt blew up the media agenda of Ukraine and Eastern Europe. Everybody, from members of Parliament to stand-up comedians started talking about it. As a result, our stunt became #1 top news on Yandex and the most discussed news in social media (Source: Yandex).

The Motherland Monument stunt was recognized as the EVENT OF THE YEAR in Ukraine & Eastern Europe (Source: Zaborona.org).

Our event started a public discussion about LGBTQ+ rights not only in Ukraine but in more than 50 other countries as well (Source: CMM). For example, the top TV-channel of the Russian Federation, Russia-1, aired two hour-long prime-time programs dedicated exclusively to this event.