Firstly, the execution played into Russian stereotypes but turned them on their heads to make our point.

Secondly, we picked the celebrities for maximum social media impact. We then targeted them with our handcrafted dolls to ensure the best possible personal response from them.

Tradition. Most prejudices are rooted in tradition. Russia is a country of many traditions. So we decided to use one of its oldest traditions against it most modern prejudice.

To combat rising homophobia in Russia we created hand-painted sets of Russian nesting dolls. They featured five gay British icons: Elton John, George Michael, Stephen Fry, Graham Norton and Tom Daley.

The projected response was a simple acknowledgement from the celebrities with the aim of publicizing the issue. On top of this we aimed to raise £20k for charity by receiving signed dolls for auction.

Lots of love. The dolls made news across the globe (and the internet), with a total reach of 183 million for zero spend. They were signed by Sir Elton, Stephen Fry and Graham Norton and the auction raised over £12,000 for the Kaleidoscope Trust.