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The initiative, Times Out & Proud, is conceptualised as a continuous series of multiple initiatives across print, digital, TV, radio and on-ground. Through various content, interactions and activations, the campaign will aim to better integrate the LGBTQ community and raise awareness of their issues. The concept of gender-fluidity is not easily accepted or even understood by many. We live in a world where everyone is presumed to be heterosexual (or straight). And, a significant chunk of society think that everyone should comfortably fit into a male or female gender bracket. Well, that’s not true. We will never know the exact size of LGBTQ community in India because of the stigma attached to it and therefore, many choose to remain in the ‘closet’. But, we do know that more number of people are extending their support to the pride-movement, and more members of the LGBTQ community are coming-out. The lack of understanding is one of the key reason for confusion, fear and hate leading to low acceptance and alienation of the community.