DESIGNER

June Ritzman

PROFILE/DESCRIPTION

The Trevor Project is a nonprofit organization supporting LGBTQ+ youth in the United States. It’s large and well-known. Their goal is to end suicide among LGBTQ+ youth and support them through a 24/7 crisis hotline, an online support community, academic research, public education, and advocacy. Their 24/7 crisis hotline has trained counselors that can provide assistance and counseling for LGBTQ+ youths dealing with not only suicide but also mental health struggles. They provide guidance and resources to them and educate parents on how to create more accepting spaces for their LGBTQ+ children. Their advocacy work includes protests and supporting LGBTQ+ legislation or speaking out against anti-LGBTQ+ legislation. They do a lot of research and surveys on issues involving LGBTQ+ youth (suicide rates, body image, access to resources, etc).

My target market is LGBTQ+ youth who are struggling with discrimination and mental health issues related to their queer identity. I am going to put the bus shelter ads in East Houston, Texas. Texas is the state with the most anti-LGBTQ+ legislation. Houston is very diverse, and East Houston specifically (zip code 77078) has a high population of Native American people. According to the Trevor Project, LGBTQ+ youth who are also Native American are more likely to experience discrimination/violence than LGBTQ+ youth of other races (also Black and Hispanic youth, and East Houston has high populations of those groups too). 77078 is mostly family groups, so there is a high population of kids. This area will likely have youth who need support, which the Trevor Project can provide, so the ads will be very effective.

Brand advantages:

• 24/7 Crisis Hotline
• Comprehensive data/surveys
• Widespread
• Accessible

Brand attributes:

• Nonprofit
• Driven
• Connection

Brand experience:

• Support
• Education
• Information
• Kind
• Accepting

GOALS

I want LGBTQ+ youth to know that there is support out there for them, and that they’re not alone in their struggles. Maybe it will motivate them to reach out and call the crisis hotline instead of attempting suicide, or they'll visit the website to learn more about the support Trevor Project can offer them. At the same time, the posters could educate parents about the issues their kids may be facing and encourage them to support their kids. It could also give the parents resources to educate themselves. However, the main goal is to support youth who are struggling with discrimination and mental health issues related to their LGBTQ+ identity.