ABSTRACT
This chapter provides an overview of the Hungarian lesbian, gay, bisexual, and transgender (LGBTQ) activist context. It examines historical and political developments, and explores the tension between Western ideals of LGBTQ activism and local realities. The chapter focuses on a specific form of institutional allyship, rainbow washing, and its manifestation in Hungary through the case of Coca-Cola’s “Love is Love” campaign. International corporations have the power and financial resources to significantly influence the visibility of LGBTQ people in public spaces. Allies’ actions are necessary for creating a safe space for disadvantaged groups, such as LGBTQ people, and fighting social injustice. Media and marketing play a transitional role in forming political opinions and even shifting attitudes towards minority groups. To counter the Hungarian government’s illiberal policies and anti-gender propaganda, civil society organisations play a significant role in articulating the concerns of the LGBTQ community as well as in the promotion and defence of social values.
