In our campaign, we show stories of non-traditional families and invite people to share photos of their families using our hashtag. We made these photos relevant, which served to show more diverse results on Google.

A campaign launched on World Family Day (Dec. 8th 2015) brought to light many stories of loving families that were “excluded” from Brazilian laws: families with adopted children, single moms, gay couples and transsexual members. The pieces encouraged people to share photos of their families on social networks. These images were uploaded to our site, which had been prepared with advanced SEO techniques to make it relevant. The content of the site was also replicated in many formats throughout the web to broaden the reach of the images and thus change Google results for the keyword “family”.

After the start of the campaign, we received over 20,000 images of non-traditional families. These numbers offered a new parameter for the keyword “family” on Google during the campaign.