Mermaids: Re-educating Google

Mermaids, a charity that supports transgender children, tackled Google’s algorithm by launching a search-based campaign to ensure parents’ most Googled questions were given accurate answers through links to its website.

Campaign details

Brand: Mermaids Advertiser: Mermaids Agency: RAPP Country: UK

Campaign Overview

Tackling the highly sensitive finding that transgender children are twice as likely to contemplate suicide if their parents don't accept them.

Strategy

Many pare

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