Behind the Work 12 Add to collection
Saatchi & Saatchi Ukraine creative director Kosta Schneider looks back on a stunt for KyivPride that redefined the controversial symbolism of Europe’s tallest statue
Decades of Soviet rule still cast a shadow over countries like Ukraine, a country with some of the highest levels of homophobia in Europe. In that context, KyivPride is a particularly vital activist event, where thousands of people gather to support human rights and stand up to intolerance (as well as those who oppose those rights). During a pandemic, when all public events were cancelled in 2020, the traditional event and symbol of equality for thousands was in danger. Online activism often involves only LGBTQ+ activists, while offline Pride events are a moment of visibility for a wide audience.