Last week, this video of student pilots at the Ulyanovsk Institute of Civil Aviation started appearing across Russian social media.
When the video was published up by the Russian social network VK on Jan. 16 it quickly gained a huge amount of attention, racking up hundreds of thousands of views.
After the university head compared the students to activist group Pussy Riot, things started to spiral out of control.
People began to call for others to support the cadets by doing their own versions of the video.
Вот была бы у нас «Нормальная» страна, сейчас бы в поддержку курсантов - все военные, пожарники и спасатели свои бы… https://t.co/jmOuySNYEY
Which eventually turned into a "Satisfaction Challenge" hashtag.
#satisfactionchallenge #protest #strike #russia #elections #president #navalny - #бойкот #забастовка… https://t.co/jUDIEIYkG5