Todo Mejora means “it gets better”—and it’s this message that the Chile-based nonprofit has worked tirelessly to advocate for. In the wake of continual LGBT discrimination around the world, Fundación Todo Mejora strives to support the LGBT adolescents who face discrimination, including those considering committing suicide. Chile has one of the highest levels of suicide and school violence in Latin America. It’s projected that if nothing is done, in four years, one adolescent in Chile will end his or her life nearly each day—an astounding metric that Fundación Todo Mejora hopes to change.1,2



Continuing with our series about impactful organizations using Google for Nonprofits tools, this week we’re highlighting how Fundación Todo Mejora uses technology to spread its message and creates a safe space for these teenagers to find refuge in times of need.

Showing up when searching for help—Google Ad Grants

By implementing a strategic campaign using Google Ad Grants, the nonprofit targeted Google searches common to suicidal thoughts such as “I want to commit suicide”, “Who should I call if I want to kill myself?”, or “Help me, I want to die”. When a local person searches this on Google, Fundación Todo Mejora’s ads show up to intervene with supportive messages, and provide links to resources to find help. One 19-year-old girl who found support from these ads said, "Amidst my depression, I Googled how to commit suicide. Your foundation, ’Todo Mejora,’ popped up in my search results. It made me smile and reminded me the reason to go on.”

These ads have allowed Fundación Todo Mejora to save lives and navigate people to their website where they can find resources and support. As a result, website traffic increased by 20% in one year alone, which means the organization found a way to reach more people in need. This increase also prompted Fundación Todo Mejora to expand their suicide hotline support to 30 hours/week up from 7 hours/week.

Spreading the word—YouTube

To further increase visibility, Fundación Todo Mejora created a YouTube channel where adolescents share their personal stories, which have helped create a community of support, coupled with the call-to-action overlays inspiring others to follow suit, take initiative, and send donations. In their most popular video, with over 62,000 views, Demi Lovato speaks out against homophobic and transgender bullying and encourages victims to reach out for help.