Sexual identity-based hate crimes have always been a problem in Turkey. At least 41 LGBTI citizens became victims of hate crimes in the last five years, and this is just the official number.

However, the more fundamental problem is that people want to distance themselves from LGBTI people. A recent study showed 85% didn’t even want them as neighbors. The topic is still a taboo and LGBTI citizens are ‘abnormal’ in the public eye.

This dominant perception has been paving the way for all kind of negative attitude and actions towards LGBTI citizens such as verbal harassment, violence and even murder. But, no major brand or organization in Turkey had ever stood up and forced people to face this reality before.

Our brief was to create awareness about the alarming levels of homophobia in Turkey and make people speak and think about the issue.

The film was shot with 8 hidden cameras in an aquarium shop. The unaware turtle shoppers were told by the clerk that the turtle they just picked was gay. The reactions of people -right when they were admiring the cute creature- manifested the prejudice toward gays and LGBTIs in general. The resulting video was released on the official social channels of Amnesty International Turkey.