Pride House International is calling for the UN flag to not be flown at the games (as is the tradition), for the rainbow symbol to be protected (as well as all those who adopt the symbol), and for Ban Ki Moon, the UN Secretary-General, to denounce Russia's crackdown on LGBT people during the "Solemn Appeal for an Olympic Truce".
In a press release, members of Pride House "expressed their dismay at the failure of the United Nations to make a clear statement against Russian anti-gay laws in their draft resolution for an Olympic Truce."
The Olympic Truce, a call for peace and understanding during the Olympics, hearkens back to the custom of ekecheiria during the ancient Olympics. It is now the practice of the United Nations General Assembly to approve a resolution calling for an Olympic Truce prior to each edition of the Olympic Games. Despite efforts by many in the United Nations, the resolution proposed by the government of Russia fails to include specific language against LGBT discrimination, and of course does not denounce the current situation of homophobia that imperils the principle of sport for all and sport as a human right during the 2014 Sochi Winter Olympic and Paralympic Games."
In August Pride House, in conjunction with other LGBT organizations, launched a protest campaign called the "Same-sex Hand-Holding Initiative" which, simply, calls on everyone (athletes, coaches, spectators, staff, etc.) to hold hands with members of the same sex as often as possible in Russia during the Olympics. The protest is an effort to bypass the Internationl Olympic Committee-sanctioned ban on more overt displays of same-sex support like kissing or rainbow paraphernalia.
Towleroad reported last month on the IOC's coming out against pro-gay advocacy at the Olympics:
According to the report [released by Gay Star News, the IOC plans equate any displays of LGBT rights advocacy or solidarity with a "demonstration of political, religious or racial propaganda", which is prohibited by Rule 50 if the organization's charter. Those found in violation of Rule 50 can be subject to "disqualification or withdrawal of the accreditation of the person concerned," without any sort of appeal. The IOC spokeswoman who spoke to Gay Star News did not specify if those found "in violation of Rule 50" would also be subject to any punitive action by Russian authorities.