To combat the unfortunate wave of homophobia in sports and the state of Russian LGBT rights ahead of the 2014 Olympics, GQ Germany has rounded up 13 heterosexual celebrities from a variety of industries to make out with each other in a new campaign called “Gentlemen against homophobia.”

This isn’t the first time two straight men have kissed for the benefit of homosexuals, and it hopefully won’t be the last. The editors of GQ are pushing the new campaign with the hashtag #Mundpropaganda (meaning “word of mouth”) to show, among other things, just how unremarkable and “mundane” a gay kiss can be.

“The intolerance that homosexuals are still fighting against is shocking,” said Editor-in-Chief José Redondo-Vega. “With #Mundpropaganda we wanted to give a clear sign in favor of a free society.” Or, as loosely translated from the pages themselves:

What is so special about a kiss? Nothing! Right. Nor how to have a belief in the free voicing one’s own opinion or it or just do not. But what is in one spot of the earth normality, is another criminal offense, is sometimes a danger to their own lives. Like a kiss. Between two men.

New meme, anyone?

Among the hunks sucking face for LGBT rights are German musician Herbert Grönemeyet, actors Ken Duken, Kostya Ullmann and August Diehl, members of German hip-hop group Fettes Brot, and beach volleyball Olympic champion Julius Brink. “Intolerance is not a state of mind,” they believe, “and certainly not for gentlemen.”

In a behind-the-scenes video, each man sounds off on the state of LGBT equality:

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“This is not like tilting against windmills. Constant dripping wears the rock away. And the more people speak about it, the more tolerance will spread.” —Johannes Strate, Revolverhead


“If it’s true that 80% support what Putin said, then those people should maybe start to think for themselves and realize what this really means for the victims.” —Kostja Ullmann, actor


“Everybody has his own nature. That’s the message we want to spread. You can’t tell anyone who to love. This is why it’s important to take an unequivocal stand on this topic and take part in this campaign. I think sportsmen should also speak up against it. It’s important for the Russian people to know they are not alone.” —Herbert Gronemeyer, actor


“I think it’s important that people who are in the public eye say in some way or the other that certain views are not acceptable, no matter whether it’s right-wing extremism or homophobia.” —Jakob Sinn, Revolverhead


“As an artist, you often get the feeling that no matter how many smart lyrics you write and no matter how many smart interviews you give, there will always be some idiots who don’t get it. But I also believe that society can change.” —Dokter Renz, Fettes Brot


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