We can’t change the law, but we can change something even more powerful and embracing: the dictionary. So we created a project to bring Brazilians together to change the definition of “family” in Houaiss, the country’s largest dictionary.

The National Congress of Brazil passed the Family Statute, that defines family exclusively as the union of one man and one woman.

In answer, we launched the project with a film designed to stimulate the debate, inviting everyone to share their definition of family.

The innovative nature of the project drew media attention. Personalities also joined in and became true ambassadors of the cause.

With all the buzz, a huge discussion took place on social networks.

Thousands of definitions were sent to our website. Based on then, we created a new definition for the word "family", more contemporary and free of prejudice.

The project drew media attention and was covered by Brazil’s major newspapers and television programs, reaching millions of people. With all this buzz, many celebrities joined in and became true ambassadors of the cause.

By changing the definition of one word, we started a major debate about

this important cause and showed that Houaiss is a dictionary that stays current and up to date. And most importantly: new generations will learn a definition of the word “family” that is more inclusive, contemporary and free of prejudice.

Over 15M views.

More them 230K shares.

100K definitions submitted through our website.

50 personalities became ambassadors of the cause, impacting over 60 million followers.

$35 M in earned media.

Featured in 5 major Brazilian papers, Globo, the largest broadcaster in the country, with audience of over 42.8 M people and many others Tv programs. What Family Means became a national topic of conversation.