Across the pond, Nov. 29 isn’t known as Black Friday — they don’t celebrate Thanksgiving, as they were smart enough not to cross the Atlantic four centuries ago and nearly starve to death — so Friday is a different kind of landmark … or at least is trying to be.

LGBTearth is a social media campaign that organizers in Edinburgh are marketing as a kind of “virtual Pride march.” The idea is as simple as a hashtag: Gay folks and their allies are encouraged to take a photo and post it with the hashtag #LGBTearth on Friday some time. That’s it. Think of it as a “gay in the life” project.

You can learn more about it here, but it’s really simple to do: Just be yourself. And help others be themselves, too.