Since the start in 1998, Stockholm Pride has grown into the largest Pride celebration in the Nordic region.

This year´s theme HETERO focuses on heteronormativity and how it affects homosexuals, bisexuals and transperson´s every day life, what consequences it brings and how it affects society as a whole.

To get the discussion of heteronormativity going, and make people understand what it is, we created a few tests.

We wanted to illustrate the fact that everyday actions used in conversations can be perceived as potentially discriminating to people with different sexuality preferences.

Result: The world’s most shared link on Twitter and Stockholm Pride became the most covered cultural event in Sweden of 2009.