With many Pride marches this year coinciding with the World Cup, language app Babbel is taking the opportunity to target the LGBTQ community with some ads about language lessons.
With a nod to Russia's anti-gay legislation, the brand is encouraging soccer fans heading for the tournament to express themselves in Russian. Billboards featuring same sex couples, with the Russian for "I'm married to a man" and "I'm married to a woman," promote the app's new Russian language courses--reminding gay fans Russian language belongs to whoever wants to use it. They're running in Germany at train stations in Berlin where trains depart for Moscow, at public screenings around the city and also in Barcelona and Madrid in Spain. The campaign was created in-house.