Approximately 8 million LGBTQI+ individuals live in Turkey. On the other hand, unfortunately…

• Turkey ranks the 63rd among countries in terms of LGBTQI+ rights according to these criteria: Deaths, hate crimes, LGBTQI+ formation in the country, presence of support organizations, positive and negative laws about LGBTQI+ individuals.

• Turkey has one of the biggest number of trans murders committed in European countries. It ranks ninth in the world.

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Most of the Turkish people have a negative bias for LGBTQI+ individuals, but actually Turkish pronouns are non-gendered. In Turkish the third person singular pronoun ‘o’ is used for both ‘he’ and ‘she’.

Although Turkish people are mainly conservative, they have huge respect for love and lovers. Love is the only a valid excuse to break the rules. They believe in love and support the lovers even if they act against societal norms pertaining to family.

Reminding the beauty of love without being the target of the gender discrimination with the help of Turkish language. (Turkish pronouns are non-gendered. In Turkish the third person singular pronoun ‘o’ is used for both ‘he’ and ‘she’)

Although Turkish people are mainly conservative, they have huge respect for love and lovers. Love is the only a valid excuse to break the rules. They believe in love and support the lovers even if they act against societal norms pertaining to family.

In a society that values love and lover that much, using a touching love story to remind love has no gender.

The copy went online just 2 days before valentine’s day. Because the brand had zero budget, there was zero media support. No targeting. We just believed in the power of love and the tolerance Turkish people have for those who love each other.

With our zero budget, our content has reached to 2,576,271 people. Most importantly, we have received zero negative comments.

Our content was shared free of charge by the most popular social meadia influencers: Irem Derici, Simge Sagin, Ece Seçkin, Nihat Odabasi, Yonca Evcimik, Merve Özbey, Aynur Aydin, Selin Cigerci, Frenchos, Makyajmidedin, Kemal Pekser, Didem Soydan and Burusvilis.

A full year sponsorship agreement was signed with one of Turkey's leading condom brands just after the communication.