I'll add to Lena Larkina's answer.
The Russian, adapted version of “Be Like Petya” first appeared on Meduza: meduza.io
Then it went on social media.
This is a translation of the English-language meme "Be like Bill". He showed up around the end of that year. The original picture contained a message to cultural behavior in social networks kym-cdn.com.
The author of the meme, Moldovan Internet entrepreneur Eugene Croitoru, who lives in Milan, describes it as follows: “The idea is very simple. Bill can be anyone who is not without intelligence and common sense and does not do annoying things. You may also notice that Bill may be someone who constantly makes fun of himself and others. ”
Then there were variations on how to behave on other topics. "The secret of the meme's success is in simple life tips that will help everyone to become a little better."
And after the meme became popular, it was adapted, and Bill became Petya.