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: MermaidsAdvertiser: MermaidsAgency: RAPPCountry: 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 parents aren't equipped to deal with their child coming out as transgender. With nowhere else to turn they seek advice on Google. Sadly, they often find misleading, transphobic content instead of the support they desperately need.

To ensure parents saw the right advice at the right time, RAPP took on the Google algorithm. The agency mapped out the treacherous journeys that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands