A community of lesbian, gay, bisexual and transgender (LGBT) people are standing up and saying enough is enough, after the death of yet another LGBT character on TV.
The exit of much-loved lesbian character Commander Lexa, from post-apocalyptic series The 100, has sparked real-world action.
For most it was simply the death of another TV character, but for a group who would come to be known as LGBT Viewers Deserve Better (LGBTVDB), it was a tipping point.
Spokesperson Micaela Que says it's yet another in a long line of LGBT characters being killed off, and showrunners' describing the deaths as "game-changing" isn't good enough.
"I'm not sure how you can call this 'game-changing' when it's the same sad song that remains the same over the past 60 years."
But it's a song fans aren't willing to listen to anymore.
Ms Que became involved in LGBTVDB after receiving messages from hundreds of people from people who were affected by Lexa's death.
"What I didn't expect was the level of grief to be so substantial," she says.
"The range of stories was intense, and their reactions ranged from self-harm to suicide ideation to alcohol consumption."
And those hundreds were passionate enough to make a difference. While LGBTVDB began as a social media campaign, it quickly crossed into the real world.
Lexa's death prompted nearly 4000 people to donate money to US suicide prevention organisation The Trevor Project, raising more than US$128,000 so far through another group called LGBT Fans Deserve Better.
A campaign targeting advertisers has led major retailer Target, and make-up company Maybelline, to pull their adverts from The 100 timeslots.
The fight's even been taken right to the door of the producers of The 100, the CW Network.
LGBTVDB designed and crowd-funded for four full-sized billboards in Los Angeles raising awareness of their campaign, two of which directly target the CW Network.
It's further proof that just because the show is fictional, doesn't mean it doesn't have any real-world effects, Ms Que says.
"When [people] say that The 100 is just a TV show and we're blowing everything out of proportion, we automatically discount the effect that media has on social behaviour and social norms.
"So while yes, The 100 is fictional, the impact is lasting and harmful to an already vulnerable community."
The 100 producer and writer Jason Rothenberg has issued a statement regarding the treatment of the character:
"The thinking behind having the ultimate tragedy follow the ultimate joy was to heighten the drama and underscore the universal fragility of life. But the end result became something else entirely -- the perpetuation of the disturbing 'Bury Your Gays' trope.
"I am very sorry for not recognizing this as fully as I should have. Knowing everything I know now, Lexa's death would have played out differently."
LGBTVDB don't think the apology is good enough, calling it "forced" and lacking true remorse.
Rothenberg needs to take responsibility for his actions, Ms Que says, likening the situation to someone accidentally throwing a ball through a window.
"You didn't intend the break the window and yet you still pay for it. From where I'm standing, it's still the fans who are paying for what Jason did to us."
While the latest season of The 100 is over, it's unlikely the campaign will be losing traction.
"When shows like The 100 continue to perpetuate harmful tropes of killing lesbian or bisexual characters immediately after finding love, the message is that women who love other women are unlovable and that there is no happiness to be found in living as a LGBT person," Ms Que says.
It's a message people are refusing to stand for anymore.
Newshub.
