In an effort to counter the ubiquitous positivity of the rainbow flag, Vladimir Putin's United Russia party has released its own 'straight pride' flag, featuring a traditional nuclear family holding hands against a blue background, and a hashtag that translates to #RealFamily.
Senior United Russia politician Alexey Lisovenko told Russian news outlet Izvestia the flag is "our answer to same sex marriages, this mockery of the very concept of family. We must prevent gay fever in our country and support traditional values."
So this inspiring image is what they came up with:
If Putin was hoping the flag would inspire levels of hetero pride to rival and quell the infectious goodwill spread by the LGBTI rainbow, perhaps he shouldn't have employed a marketing team who think those 'My Family' car stickers are cool? Just saying.
Of course, apart from being a totally lacklustre image, the hashtag itself is just crying out to be hijacked. And that's exactly what happened, with allies around the world joining in to stand in solidarity.
LGBTI Russia 1, Putin 0.