Organization:The Trevor Project
PR team: In-house
Launch: September 7
Objective: The Trevor Project, which runs a nationwide, 24-hour, crisis and suicide prevention helpline for lesbian, gay, bisexual, transgender, and questioning (LGBTQ) youth, is launching a social networking site called TrevorSpace.org. The campaign will focus on online outreach to reach LGBTQ youth, ages 13 to 24.
Idea: TrevorSpace will launch in early September to coincide with National Suicide Prevention Week (NSPW), September 7 to 13. “Even though TrevorSpace is something that will continue... after [NSPW] is over, we're going to take advantage of that week to market it,” said Jacqueline Wing, communications manager for The Trevor Project.
The group's overall campaign taking place during NSPW, called “I'm Glad I Failed,” referring to failed suicide attempts, will also draw attention to the group and Web site. It also hopes to reach more people through support for the project from publications, Web sites, and other groups.
Tools: Online, the effort is reaching out to LGBT blogs, Wing said, and plans to use MySpace and Facebook to find youth who might be interested in the new site, as well as launch its own official blog later this year. For media outreach, the team will spread the message that TrevorSpace is unique because of its focus on LGBTQ youth, and will offer interviews with helpline counselors to coincide with NSPW.
The organization has also put together a “deploy this campaign” PR packet, Wing said, which is being distributed to the media and anyone who wants to spread the word about The Trevor Project.
Measurement: TrevorSpace will measure the success of the campaign by how many members sign up for the new Web site.