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.

What family means is a project that brought Brazilians together to change the definition of “family” in the country’s largest dictionary.

The nature of the project was to generate interaction, since it was born from people indignation toward the Statute. The strategy was to use this to amplify our message, generating a significant debate in the news and on social networks, making the brand part of people's lives.

A new way to connect with the public, bringing him to the development of the product with a entertaining and dynamic process, something uncommon for a dictionary.

The strategy was to amplify our message by taking advantage of the media impact generated and of people's indignation toward the statute, generating a significant debate in the news and on social networks. The public was invited to submit their suggestions for the definition of “family” through our website. Based on the many suggestions received, a team of lexicographers created the new definition.

Even though, 50.1% of all Brazilian households are made up of non-traditional families, the National Congress of Brazil recently passed the Family Statute, which defines family as being solely the result of the union between a man and a woman. This definition disregards and excludes millions of families, reaffirming prejudices and discrimination.