Carmed Pharmaceuticals, a Turkey-based company specializing in standardized carvacrol-based formulations, has launched a large-scale social responsibility initiative titled “Farkındayım” as it prepares for expansion into the United States. The initiative, which translates to “I am aware,” brings together 32 artists in a collaborative musical production supported by a cinematic visual narrative filmed across 17 animal shelters in nine cities throughout Turkey. It introduces a model where every video view and music stream contributes to animal welfare efforts without requiring additional action from the audience, transforming passive viewers into active contributors.
The initiative is designed to combine art, technology, and social responsibility into a unified impact model that directs proceeds transparently to animal welfare organizations. By linking digital engagement directly to funding, the project creates a mechanism where awareness and action occur simultaneously. Mustafa Can, Founder of Carmed Pharmaceuticals, stated, “This project reflects our belief that impact should be both meaningful and measurable. We wanted to create a system where people can contribute simply by engaging, while ensuring transparency and real-world benefit.”
The campaign’s production spans multiple regions and creative disciplines, featuring contributions from 32 artists and on-location filming across a network of shelters. A premiere event was held at Fişekhane in Istanbul on April 3, bringing together members of the creative community, media representatives, and project stakeholders. The official video and song are available online, and the project’s music is also available on Spotify, including “Dikenlerin Üzerinde Yürüyorum (I Walk on Thorns)” and its instrumental version. Since its release in early April, the video has generated more than 10,000 views and over 150 audience comments.
While Carmed Pharmaceuticals is known for its research-driven approach to botanical formulation development, the company states that social responsibility is an integral part of its long-term vision. Ceren Can, Global Brand Director of Carmed Pharmaceuticals, said, “Farkındayım represents how we think about impact as a company. As we expand internationally, including into the United States, we want to demonstrate that scientific development and social responsibility can move forward together.”
Carmed’s launch of “Farkındayım” comes as the company continues to expand its presence in the United States, including planned distribution through major digital platforms such as Amazon. The company’s U.S. strategy focuses on building long-term credibility through research-driven product development, regulatory alignment, and increased brand visibility. As Carmed enters new markets, initiatives like “Farkındayım” are intended to reflect a broader commitment to innovation, transparency, and global impact beyond product development alone.
Explore the project by watching the official “Farkındayım” campaign video on YouTube and listening to the music on Spotify.
