The aim of the Elidor “I said it’s possible” campaign was to create a change of opinion regarding sexual orientations, which is a hard to discuss topic. Until now, only micro-scale brands in Turkey had communicated about this topic. As Turkey’s best-selling shampoo brand, supporting Ebrar Karakurt, who has bullied, and providing LGBT visibility had the effect of creating a change of mind among the mass target audience. For this reason, “I said it’s possible” campaign was deemed suitable for the PR category.

Elidor positions itself as a sisterhood brand. For this reason, young girls who had fun, laughed, and supported each other were the dominant elements of Elidor communication. In line with the purposeful brand strategy, there has been another element that has shaped Elidor communications over the past few years: Role models. Elidor inspired young girls with role models that paved the way for young girls with their attitudes, styles, actions, and supported them not to give up on their own path. Ebrar Karakurt was a young woman and national volleyball player who wanted to live her personality freely. She stood up to social media bullying like role model but still needed support as a young woman. It was time for Elidor to show its sincerity as a brand.

Ebrar Karakurt gave a single answer to her haters on her social media accounts and encouraged young women as role models: I said It’s Possible! This sentence gave encouragement to all young women that anything is possible and that they can live their dreams the way they want.

It was really hard for Ebrar to has her voice heard in Turkey. It was even more impossible for her to appear in the commercial.

But as Elidor we said It’s possible! And we supported this pink-haired young woman who wanted to move forward freely in her own way, with all our media power. And we started a movement.

We turned Ebrar's "I said it's possible" post into a movement that the whole country will embrace. With our campaign, we published a manifesto that supports all LGBT individuals and young women.

As a brand which supports young woman in the way to their dreams, Elidor should support Ebrar who was going through tough times during Olympics. Despite her success in Olympics, she was on target just because her sexual orientation.

Because of her sexual orientation, Ebrar was less visible while all the volleyball players were in commercials and appearing on TV.

This situation was causing visibility issues in conventional media. In addition to that any big scale brand has not supported LGBT people with a national campaign.

For these reasons, we decided to support Ebrar by turning all our media channels both ATL and BTL into a stage where makes Ebrar and LGBT people more visible. Our aim was challenging conventional media and consumer groups from all over the Turkey by making them “exposed to” Ebrar as much as possible to change the perception of LGBT individuals.

There was a record-breaking three weeks between Ebrar's sharing, the ensuing bullying messages, Ebrar's inclusion on the platform as a role model, and the campaign broadcast.

The epicenter of the campaign against this lynching attempt, which was born on social media, would also be social media. While Ebrar was at the tournament, the campaign was started by publishing messages supporting Ebrar on Elidor's social media accounts. Then the campaign message “I Said It’s possible” was moved to the open air. Afterwards, our commercial film, which is an answer to those who put barriers in front of young girls on the way to their dreams, was broadcast, in which we brought Ebrar's personal story and attitude to the screen as manifesto.

With Ebrar's sharing of the movie from his own account, we reached 27 million organic views on digital. The hashtag #ISaidItsPossible be on the agenda of Turkey overnight and gained more than 14 million interactions during the campaign and organically became a “trending topic”.

The slogan became the talk of the town in a single night. Millions of young women and thousands of LGBT individuals shared their own "I said it's possible" stories. Celebrities supported the campaign with their own stories. The ad made the evening news. Columns were written about it in the newspapers. The mayor of the country's largest city supported the campaign with a tweet. The leader of the opposition party criticized the government, saying "I said it's possible". The slogan "I said it's possible" became a colloquial expression.