In Brazil, non-traditional families are not recognized by the law. This means that gay couples, single parents, adopted children and children raised by their grandparents are not legally families. And Google results reflects that. When we search for family, 100% of the images on Google showed heterosexual families.
We create a campaign to change Google results by inviting people to share photos of their non-traditional families on social media. These photos were uploaded to the campaign's website and, using advanced SEO techniques, we made them relevant to Google, changing its results.
More than 20,000 images uploaded to our website were used to change Google results, and for the firts time, on National Families Day, Google showed non-traditional families in its results.