Shining a spotlight on LGBTQ mental health
The Challenge
For over 25 years, The Trevor Project has been a vital lifeline for hundreds of thousands of LGBTQ young people. According to The Trevor Project’s 2022 National Survey on LGBTQ Youth Mental Health, 45% of LGBTQ youth seriously considered attempting suicide in the past year.* While the factors that lead to suicide are complex, intersectional data is critical to fully understand the scope of this public health crisis and to take action to provide LGBTQ young people with the support they need and deserve.
The Response
The Trevor Project began conducting an annual survey to spotlight this community’s unique mental health needs and give a voice to LGBTQ youth. In 2020, the organization launched the second annual National Survey on LGBTQ Youth Mental Health, the largest-ever survey of its kind to highlight the vital need for more informed mental health care and policies to support LGBTQ young people in crisis. This historic survey captured the experiences of 40,000+ LGBTQ youth. It also provided new insights into the unique challenges they face every day, gathering crucial data around discrimination, housing instability, barriers to accessing mental health care and suicide. The results illustrated an urgent need for support systems and revealed opportunities to drive change.
The Action
The team created a visual identity to breathe life into the findings and utilized The Trevor Project’s strong network of celebrities, allies, activists and political advocates to spread the word and amplify the results. Together, we brought the statistics to life and leveraged TikTok’s growing popularity, engaging influencers to help elevate messages and share personal stories via original content. Additionally, we executed a highly targeted media strategy to break through the crowded media environment and reach reporters with a personal interest in the LGBTQ community and/or mental health space.
The Impact
The Trevor Project’s survey launch sparked a robust national dialogue at a critical moment, giving a voice to the unspoken challenges faced by many LGBTQ youth and garnering substantial national media attention, including interviews with Morning Joe (MSNBC), Reuters, Forbes, NBC, Politico, Refinery29 and many others. The campaign was selected out of a crowded field to receive the 2021 Innovation SABRE Award for Best in Micro-Marketing, the PRSA-NY Big Apple Award for Best in Public Service and an honorable mention by the PRWeek Purpose Awards for Best in Public Awareness.
*As of July 2020, among survey participants