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This paper discusses the popularization of the anti-gender agenda in Brazilian education through the analysis of the Non-partisan School Movement (EsP). We present a brief history of the creation of the "gender ideology" expression by the Vatican in the 1990s and its appropriation in the 2010s by Brazilian conservative groups, including EsP. Through thematic analysis, we discuss an example of posts made by ESP and its supporters on social media, pointing to a massive adherence to the conservative idea of the moral superiority of family and religion over the educational work of teachers. As a reaction to feminists’ and LGBTQ’s social advances, conservatism has advanced globally and must be theoretically understood to defend a democratic and socially just education.