Carmed Pharmaceuticals, a Turkey-based research-driven company specializing in standardized carvacrol-based formulations, has launched a large-scale social responsibility initiative titled “Farkındayım” as part of its broader global vision and ongoing expansion into the United States. The project 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. Designed to raise awareness and generate direct support for stray animals, the initiative introduces a model in which every video view and music stream contributes to animal welfare efforts without requiring additional action from the audience.
“Farkındayım,” which translates to “I am aware,” reflects Carmed’s effort to integrate social responsibility into scalable, measurable systems. The initiative is designed to transform passive viewers into active contributors, combine art, technology, and social responsibility into a unified impact model, and direct proceeds transparently to animal welfare organizations. By linking digital engagement directly to funding, the project creates a mechanism where awareness and action occur simultaneously.
“This project reflects our belief that impact should be both meaningful and measurable,” said Mustafa Can, Founder of Carmed Pharmaceuticals. “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 ahead of the initiative’s broader release. The official video and song are available online and form the core of the campaign’s engagement model. The project’s music is also available on Spotify, including “Dikenlerin Üzerinde Yürüyorum (I Walk on Thorns)” and its instrumental version, expanding access across streaming platforms. Since its release in early April, the video has generated more than 10,000 views and over 150 audience comments, reflecting early engagement and public response to the initiative.
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. “Farkındayım represents how we think about impact as a company,” said Ceren Can, Global Brand Director of Carmed Pharmaceuticals. “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, including “Dikenlerin Üzerinde Yürüyorum (I Walk on Thorns)” and its instrumental version.
