While the law criminalising gay sex acts was nullified in 1993, homosexuality is still largely considered a social taboo and unsanctioned gay rights parades in Moscow have been met with opposition by city authorities and violent counter-protests by ultra-nationalist groups.

Produced by the Laboratory of Social Advertising, a independent organisation that broadcasts messages on social issues, and in association with Lasky, a Russian charity organisation and affiliate of the international non-profit organisation Population Services International (PSI), the videos will not be broadcast and will only be viewable only on the Internet, according to French gay website Tetu.

The campaign will also include brochures and flyers to be placed in places patronised by the target dempgraphic, and themed blogs on HIV/AIDS.