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...