A campaign in Ukraine is encouraging people to “speak properly” about LGBT issues, HIV and Jewish people.

The campaign – by Gay Alliance Ukraine – saw a number of billboards pop up in many cities around Ukraine which encourage people to “speak properly” about women, the Roma community and gay people.

The campaign has come under fire from the Russian media for its calls for equality for LGBT people, Roma people, women, Jewish people, disabled people and those living with HIV.

In response to the billboards, the Russian media has of course taken issue with the anti-discrimination measures. Russian news site Bloknot.ru photoshopped the below image to say: “In Ukraine a scandalous agitation for gay marriage has begun openly.”

In March, a coalition of LGBT groups wrote an open letter to Ukraine’s justice ministry about the country’s new draft strategy on human rights, which does not mention LGBT rights.

“Homophobia is etched into the mass consciousness of Ukrainian society – in particular, due to the tireless efforts of our churches and politicians,” the letter says.