Russia is just using what ticks people off in other countries. For the disgruntled "the left is after us" and the "gays will make us gay" crowd the idea that Putin and Co are fighting against LGBT-corporatism-whathaveyou etc is an attractive one. But the average Russian doesn't know anything about these issues. There are LGBTI people who are oppressed in Russia and they feel it on their skin but the average Russian is just an average joe who doesn't feel foreign NGO "pro-LGBTI" influence. They have bigger issues to deal with, such as poor infrastructure, corruption, nepotism, organised crime and now mobilisation to fight and die in Russia's war of conquest to make Russia, the world's largest country, larger. If you cared from a religious or a secular point of view about these Russians, you'd be advocating them to stop fighting, return to their borders and only defend those. Russia should tackle her social problems. Instead of fighting wars to have more land and more cannon fodder.
Similarly Russia has been pushing Black Lives Matter in the US (taking advantage of social problems in America) and also screwing with developing states by attacking the western bogeyman and promoting their own hyped up hot air solution which benefit Russia. Others must support Russia but Russia will do nothing for them. For example in South Africa, many millions of people are kept alive by Western developed and India-licensed HIV fighting drugs. Will SA use Russian/Chinese developed HIV fighting drugs or will SA stand independent only in hot air as well? If I ran a country and a good percentage of my people were kept alive by another country, I wouldn't cause trouble with that country. Even out of freaking human gratitude.