Family is love

The campaign that changed Google results for good.


Grupo Dignidade

Master

2016

Background

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.

Idea

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.

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.

Searching for "family" on Google Images gives you 100% heterosexual families.

We had to change that.


We created a website inviting people
to send their family photos.

family-love-site
Entrada
Entrada Video
Familia 1
Familia 2
Familia 3

More than 20,000 pictures were uploaded to our website
and used to change Google's results.

mosaico

Finally, on December 8th, National Family Day, 

we managed to change Google results.

 

Credits

Agency
Master Comunicação

Copywritter
Thiago Gabardo

Creative Director
Felippe Motta

Photo
Barbara Vanzo

Art Director
André Petrini ☝️

Development
Konnng

Thanks for watching.
santa-header

NEXT PROJECT