Purpose Awards EMEA 2021: Best use of Technology

WINNER: Re-educating Google BY Rapp UK for Mermaids.

Purpose Awards EMEA 2021: Best use of Technology

Transgender children are twice as likely to contemplate suicide if their parents don't accept
them when they come out. But most parents aren't equipped to handle this life-changing
moment and often turn to Google for advice, where they find misleading information.
Re-educating Google ensured that parents saw the honest information they needed when
they searched for help, rather than hateful misinformation, and it helped them reach
Mermaids UK, a charity for trans children.

The campaign was based on using the unexpected terms that parents searched for early in
their journeys and taking these terms to tag honest, heartfelt content that was created by
Mermaids. So when parents went to Google in need of advice, they found this content before
they ran into inaccurate, transphobic articles and videos. The content, informed by
Mermaids' data – answered the questions it knew parents craved the answers to. It gave
them insightful, supportive advice from real experts, such as a headteacher of a school with
numerous trans pupils, answering 'what should my transgender child's school be doing to

A trans teenager answered 'How do I help my transgender child tell their friends?' while a
legal expert answered 'What should I do if my transgender child is bullied?'

The more parents found the advice, the more search journeys Mermaids could analyse,
allowing it to fine tune content tags even further. During the campaign Mermaids ranked
higher than the NHS for the search-phrase: 'how do I support my transgender child?', with
the content receiving a total of 6,057 organic views.



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