In Ukraine, Pride events do not have a long history. COVID-19 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 moments 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 and raise the discussion about human rights.

So, the main objective of Kyiv Pride in the context of COVID-19 pandemic was to:

1. Draw people’s attention to the LGBTQ+ issue through the idea of the Equality March: KPI – maximum audience coverage

2. Carry out the idea of the March in the context of strict quarantine restrictions and lack of budget for media coverage

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 of gender equality.

It was an upside-down shift in symbolism that immediately resonated with society.

Our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days

More than 100 TV channels and Internet outlets published news about the project all over the world

The general movement of LGBTQ+ in Ukraine grew and the pride became more creative in its communication in general. After Kyiv Pride 2020 campaign prides in Kharkiv and Zaporizhzhya also started flying rainbow flags with the help of drones.

A key aspect of the 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 a criminal persecution of representatives of the LGBTQ + community) and turned it into a symbol of gender equality and human rights protection.

It was an upside-down shift in symbolism that immediately 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.

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.

The perception of LGBTQ+ people in Ukraine was formed under the influence of Soviet propaganda. In the USSR, representatives of the LGBT were subjected to criminal prosecution. Unfortunately, this social background still affects many Ukrainians. For many of them, Soviet values are something “sacred” and “untouchable”. We have a very traditional post-Soviet society in Ukraine. 69% of respondents in Ukraine answered a clear "no'' to the question: “Should LGBTQ+ people be accepted by society?”.

To involve these people into a national discussion about gender equality and human rights, we targeted them with a culture-shifting live stunt.

We used this iconic monument - the symbol of Victory and Protection, which in fact “protects” only inhuman Soviet values and turned it into a symbol of gender equality and human rights protection. A radical change in the meaning of the monument sharply resonated with society.

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 had only one chance to do this until the police would stop us, which is why we needed careful preparation. We calculated and produced a flag of the required size and weight. We monitored the movement of the clouds in real time using the air radar. Even light rain and increased humidity could make the flag too heavy and the drone would lose control. It was necessary to monitor the strength and direction of the wind in order to adjust the position of the drone with the flag, so that the flag was “fixed” near the sword. The second drone introduced a live stream of the event.

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.

We would never get permission to hang a flag on the Motherland Monument because of 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.

We had only one chance to do this until the police would stop us, which is why we needed careful preparation.

We calculated and produced a flag of the required size and weight.

We monitored the movement of the clouds in real-time using air radar. Even light rain and increased humidity could make the flag too heavy and the drone would lose control.

It was necessary to monitor the strength and direction of the wind in order to adjust the position of the drone with the flag so that the flag was “fixed” near the sword.

The second drone introduced a live stream of the event.

Our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days

More than 100 TV channels and Internet outlets published news about the project all over the world

Our event started a public discussion about LGBTQ+ rights not only in Ukraine but in more than 50 other countries as well (Source: CMM).

The culture-changing stunt blew up the media agenda. Everybody, from members of Parliament to stand-up comedians started talking about it. As a result, The Motherland Monument stunt was recognized as the EVENT OF THE YEAR in Ukraine & Eastern Europe (Source: Zaborona.org).

The general movement of LGBTQ+ in Ukraine grew and the pride became more creative in its communication in general. After Kyiv Pride 2020 campaign prides in Kharkiv and Zaporizhzhya also started flying rainbow flags with the help of drones.