All the people have equal human rights—to love and be loved, among others—even if the government restricts their freedom locally. To address the issue of LGBT persecution in Russia and legislative ban of the gay parade in Moscow, one of the biggest European annual gay pride festivals, Stockholm Pride has commissioned the creative agency M&C Saatchi Stockholm to created a social-media campaign that invites Russians to attend the event in Stockholm on July 30- August 3, 2013.

The agency has developed a themed website that in a friendly manner allows to compose a three-part customized message, an invitation to the Stockholm Pride, and tweet it out with a hashtag #gowest—all the tweets are automatically translated into Russian. There have been 639 tweets since this morning so far.

The campaign raises awareness of the discrimination of gay people in Russia and aims to spread the word in social media about the problem while promoting the festival that offers paid passes.

As LGBT discrimination on a state level still persists in many countries, many high-profile businesses stand up for the rights of this community and launch communication campaigns to educate non-tolerant protesters and politicians about the same-sex relationships. ABSOLUT VODKA, Gap, McDonald’s, Toyota, Amazon to name a few, have already joined the movement.