To provoke a sex dialogue, we launched the social movement #noshamefor. The project was accompanied by a flash mob, in which every Ukrainian could participate. A wide audience participated in the flash mob, but Facebook and Instagram blocked the revelations of Ukrainians, believing that this was overly sexual content. Despite media restrictions, the following communication channels were involved: – Sha radio podcast – An article on BIT.UA with frank celebrities’ stories – Posters in sex shops – Sex-positive influencers’ posts The project was supported by three well-known Ukrainians, who in a collaboration with the brand produced a capsule collection of three lingerie seta that were put on sale. The advertising campaign pushed the audience to revelations, the flash mob has developed not only in Ukraine but also beyond its borders. A bold social movement increased brand awareness, and the emancipation of Ukrainians led to increased sales.