Look. If there's anything that history teaches us, its that Russia does not bow down to force. From France to two German invasions to the entire Cold War, Russia has proven time and time again that it can withstand any sort of hardship it faces.
This is extremely problematic.. Putin and his cronies have violated Ukraine's sovereignty by taking Crimea by force, and are now backing Russian Nationalist Terrorists in Eastern Ukraine.
Sanctions have proven ineffective.
Introducing Russian homophobia. A Russian citizen's greatest fear is having homosexual orientation as part of their identity. Therefore, the best way to cut off support for the war is to have Russian citizens believe that anyone living in Ukraine is gay. After all, gays can't be good Russians, can they?