LGBT issues as a tool of political manipulation: behind the campaign against “Pink”

Amid the sharp escalation of disinformation and targeted information campaigns in Armenia, issues related to LGBT rights are increasingly being used to spread fear, panic, and hatred.

Read also: Moldovan bloggers offered to speak about the LBGT community in Yerevan: tracing a suspicious message

The focus of these processes is often “Pink” human rights NGO which has become the target of coordinated accusations, false claims, and manipulative narratives circulating across social media platforms and the broader media landscape.

Research conducted by the Fact Investigation Platform indicates that these are not isolated incidents, but rather part of a coordinated and deliberate campaign in which LGBT-related issues are instrumentalized for political influence and social polarization.

Digital fabrications and fake messages sent in the organization’s name

One of the earliest stages of the disinformation campaign involved mimicking the organization on social media. A fake page using “Pink’s” name and logo was created on X (formerly Twitter). Using the platform’s updated policies, the account obtained a paid verification “blue checkmark” in an apparent attempt to gain credibility and mislead users. Although the page was later suspended, the incident demonstrated how easily digital platforms can be exploited for disinformation campaigns.

At the same time, a targeted attack using fake email addresses was launched. By using the fraudulent domain pinkarmenia.com instead of the legitimate pinkarmenia.org, as well as the name of the organization’s former president, emails were circulated aiming to create the impression that “Pink” maintained official cooperation with Armenia’s Ministry of Education, Science, Culture and Sports.

The organizers of the disinformation campaign particularly targeted schools. Fake letters and messages sent in the organization’s name falsely claimed that LGBT-related educational programs would be introduced to schools starting 2027 academic year.

However, “Pink” says it never sent any such letter. Using socially sensitive topics, the organizers of the campaign attempted to provoke panic.

A similar model was previously documented in Moldova, as earlier reported by FIP.am. In that case, a fake message purportedly sent by Moldova’s Ministry of Education informed schools and universities that they would need to introduce additional sex education classes and gender-neutral bathrooms.

Involvement of international influencers and a fabricated “pride” agenda

An attempt to recruit influencers was also uncovered. They were invited to Yerevan to produce LGBT-themed videos in May and June. According to the proposal, all travel costs and additional fees would be covered in exchange for portraying Armenia as a “free and open” country.

For example, in a message referenced in one of our previous articles, an individual identified as “Ruslan” stated that they supported Armenia’s “European-oriented policies” and outlined the following demand:

“The task is simple but important: from Yerevan, publicly address Pashinyan, calling on him to protect minority rights and support holding a pride as a sign of solidarity with Europe, as well as to support European integration.”

At the same time, false reports about a planned “pride” in Armenia were circulated, although representatives of “Pink” say no such event has even been planned.

Read also: Fake pride invitation and disinformation campaign on the legalization of same-sex marriage in Armenia

Visual manipulation and “staged” activism

Provocations were also carried out in Yerevan by placing images of same-sex couples on walls. The posters were photographed for propaganda purposes and then immediately removed.

The tactic creates “visual evidence” of what is portrayed as a large-scale campaign that, in reality, does not exist.

Photos from the “Citizen’s Voice” Facebook page

Political targeting and threats

The campaign carries a clear political undertone. Attempts are being made to associate support for the LGBT community with Armenia’s current authorities, particularly Prime Minister Nikol Pashinyan, despite the absence of any actual cooperation.

This narrative is then instrumentalized for counter-propaganda aimed at discrediting political opponents.

The campaign has also been accompanied by explicit threats and hate speech against “Pink” employees and members of the LGBT community through fake accounts.

As a result, LGBT individuals and human rights organizations in Armenia have increasingly become targets of hybrid warfare tactics, in which falsehoods and manipulation are used to sow division and instability within society.

Aren Nahapetyan