In 2013, the Russian government enacted a federal law criminalizing the promotion and distribution of materials in support of non-traditional sexual relationships to minors. Many critics have characterized the law as a ban on the rights and culture of the LGBTQI+ community. El Diario, a spanish independent news platform and the FELGTB organization (Federación Estatal de Lesbianas, Gais, Transexuales y Bisexuales de España), aware of this situation, wanted to protest against the homophobia in Russia.

Show pride for those who can’t.

El Diario and FELGBT present: Hidden Flag, a rebellious, law defying act that challenged an entire nation and inspired the world with a forbidden symbol hidden in plain sight. Six activists wearing soccer jerseys from different countries infiltrated the World Cup to form the rainbow flag just under the russian authorities noses.

We knew that making the LGBTQ+ community more visible is a fundamental part to their fight for civil rights in Russia. All eyes were on the World Cup and the whole LGBTQ+ community on alert, so the strategy was to take advantage of the popularity of the event to bring the LGBTQ+ community into the spotlight. We had to beat them at their own game and design a protest that was as sneaky as their laws. A protest that anyone would feel safe joining, and most of all a protest nobody could silence.

A website told the stories of each of the activists and we used owned social media to set the protest in motion. An extensive media outreach alerted news outlet about the story and a newsroom was created to give interviews and content in real time. In addition we participated in the Madrid LGBTQ pride week (Europe’s largest) with a special exhibition of the Hidden Flag images and an ad-hoc video shown on the main stage at the inaugural event.

The #hiddenflag initiative went viral in more than 63 countries, added more than 1.800 mentions in media and on social networks, and more than 15 million dollars in earned media. Politicians and influencers from around the world commented the initiative and it was copied by groups of friends everywhere. #hiddenflag became the great topic of the World Cup in Russia. A simple idea that had an iconic impact in favor of the civil rights of the LGBTQ.