Everything started with one relentless thought: why don't we actually do something to help instead of talking about the problem.

Even today, LGBT communities face severe recrimination in many countries across the globe. So we decided to give them a voice.

Using the power of the internet, we offered them the chance to express themselves freely at Prague’s Pride event – without leaving their homes. We safely connected the oppressed with people representing them at the event – their LGBT Avatars.

Over 1,000 LGBT Avatars marched in the name of their less fortunate brothers and sisters, sharing the experience in real time, shouting their cries for tolerance, or displaying them on handmade banners and large screens.

We delivered a 21st Century weapon against Dark Age attitudes.

Activation is the art of addition. Brands must add something positive to consumers' lives, even when they aren't buying. Don't take away their time—give them an experience they'll thank you for."

Jacob Bofferding, Senior Copywriter, Chicago

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