"Navalny Thursday" began in 2014, when Alexei Navalny was under house arrest. He was banned from communicating with the press and with staff at the ACF, and his blog was blocked.
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The campaign offered a simple form of public support: every Thursday, people were encouraged to wear protest-themed T-shirts, talk to others about the Yves Rocher case, post photos with the hashtag #Navalny_Thursday (#Навальный_четверг), and share petitions and campaign links. It was a way of showing that, even in isolation, Navalny was not alone. People could support him publicly, regularly, and without the need for complex organization. In different forms, the tradition continued for years. Following Navalny’s assassination, activists in countries around the world have continued to gather on Thursdays for memorial events and protests against Vladimir Putin’s policies.