TREVVY started in August 2006 through a re-branding exercise of Singapore's first gay portal. Trevvy.com has over 120,000 registered users and counts renowned international brands such as Nivea, Nike, New Balance, Sony BMG, Warner Bros, 20th Century Fox, L'Oreal and British Airways amongst its growing slate of advertisers. Its mission statement, "TREVVY is not about changing the world. It's about being who you are." is a reflection of its belief in micro-activism: