This AR filter lets anyone fly a Pride flag at government buildings where they’re banned

In the current political climate, LGBTQ+ rights are slowly being eroded step by step—in ways that aren’t always high profile, yet cumulatively will have a meaningful effect in the long run. One example is the banning of Pride flags at government buildings (city halls, police stations, public schools, etc.)—as more than 40 cities have passed laws enacting such bans.

The Gilbert Baker Foundation—which honors the legacy of the creator of the original Rainbow Pride Flag—is pushing back with an AR filter, developed by agency Innocean and production company Tool, that allows anyone to fly a virtual Pride flag at these locations.

Here’s how the filter looks in action:

The filter is available on Instagram @Gilbert_Baker_Foundation or via this link. Once they enable the filter, users can post via Instagram, tag the location and use the hashtag #SavetheRainbowFlag to spread awareness of the issue during Pride Month and all year long.

The initiative came from employees at Innocean in reaction to Orange County, California, enacting its own Pride flag ban—Innocean is located in Huntington Beach, which is in Orange County. Innocean was even asked to remove a Pride Flag it displayed on its building.

“We are proud of the diversity we have in our employees at Innocean and when one of our team proposed we do something bold to support the LGBTQ+ community, I was very happy to see our team jump into action,” said Steve Jun, CEO of Innocean USA. “This is about more than a flag. It’s about people coming together, using new technologies for good and standing up for each other. I look forward to seeing virtual rainbow pride flags across the country—if not the world!”