Instagram is kicking Pride month off with a colorful new initiative that aims to encourage support for queer people around the world.

On Wednesday, the app transformed the all-pink, oft-photographed facade of Paul Smith’s Los Angeles store into the first of its five “rainbow walls.” The wall was unveiled by Mayor Eric Garcetti at an evening ceremony that was attended by Instagram influencers Justin Blake, Raymond Braun and Jacob Tobia, along with other members of the city’s LGBTQ community.

The walls, which will also debut in London, Madrid, Nashville and Cleveland later in June, will each be emblazoned with the #KindComments hashtag so that visitors can use the photo-sharing app to find a “community of support” nearby, according to Instagram’s Chief Operating Officer Marne Levine. Read more via HuffPost