In the summer of 2005, two guys came up with the idea to organize an unprecedented event - a festive lesbian, gay, bisexual and transgender people's parade through the streets of Riga, the capital of Latvia. Following the example of similar LGBT parades in Western cities, they decided to call it 'Pride'. Little did they know that their good intent would spiral into a chain of inconceivable events lasting several years. The great emotion stirred up would dramatically divide Latvian Society; the persons involved would be showered, in turn, with human excrement and holy water. Families would be torn apart, jobs lost, and a pastor expelled from the church for free thinking. They could not have imagined that crowds of Western 'reinforcements' would flock to support both sides or that Jesus, the Devil, patriotism and human rights would all be used in the rhetoric surrounding the topic, and that the media would eagerly report it all.