Gmag is an online gay magazine whose main purpose is making LGBT individuals more visible and breaking down the prejudices to this community from the first hand.

The brand's only source of income is brand sponsorships, since there is no printed magazine or subscription system. Although it broadcasts for a special audience, it has a huge reach (over 120,000 unique visitors per month). However, the brand could not find any sponsors except for small investments on Gay Pride's day, because of the homophobic point of view.

In order to receive the attention and support that the magazine deserves as a medium, we need heterosexual individuals to aware and show tolerance and acceptance.

The goals were very exciting, but as life was never easy in this world, it was not easy to communicate either. We had no budget. Yes, we needed an idea to raise awareness with zero budget.

Approximately 8 million LGBT individuals are living in Turkey. On the other hand, unfortunately…

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

• Turkey, most trans murders committed in European countries. It ranks ninth in the world.

Aside from having equal rights with heterosexual individuals, there is not a single day we see a hate crime on newspaper pages. They see violence even from their closest. Between the years of 2009-2014 there was 34 transgender women victim of hate crime.

There was a valentine’s day communication madness around the country for years, but all the massages run around heterosexual individuals. As if LGBT people never existed.

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.