Homophobia is a major issue in Turkey with increasing levels of harassment, violence and even murder. But, no major brand or organisation in Turkey have ever stood up and forced people to face this reality before. Homophobia was an absurd thing in itself and people had to face this truth in an absurd way. To make people change their perceptions, we wanted to demonstrate the quick transition between admiring something cute and feeling uncomfortable by the idea that it could be gay. We chose turtles and made the first ever communication about homophobia in Turkey for Amnesty International.
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