BACKGROUD
The Trevor Project was founded in 1998 by the creators of the Academy Award-winning short film TREVOR. The Trevor Project is the leading national organization providing crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender, queer & questioning (LGBTQ) young people under 25.
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I re-branded the Trevor Project by using the social topic 'anti-bullying' and established this marketing campaign in three steps: raising realization, speaking out about bullying experiences, and providing services for healing.
I designed print output to visually communicate and raise the realization of the hurtfulness of bullying. Then, I promoted the tagline 'speak out' through social media, allowing our target group to speak about their experiences. Lastly, the target group was guided to Trevor Project for healing services.
This campaign will encourage the public to monitor when they see bullying happening. For the victims, this campaign will encourage them to stand up for their rights and learn how to accept who they are.
CAMPAIGN CONCEPT
Bus-stop Billboard Design : 'NEW YOU' is accepting who you are
STRATEGY
01
Billboard
02
Event
03
Media
Interactive Screen Billboard.
Interactive advertisements would change images when more people look at the billboards.
Anti-bullying School Banner and Seminar for High Schools.
Seminars would get together students to tell their stories.
Instagram Campaign to Collect Bullying Stories.
The Trevor Project would pick one story every week from the followers and make it into Instagram bullying diaries.
STRATEGY
I created a series of marketing campaigns using traditional and digital marketing. Traditional marketing creates social buzz in society by creating billboards on the highway, bus stations, and subways, broadcasting TV interviews, and hosting high-school seminars. Digital marketing through Instagram campaigns allows teens to post their personal experiences of social bullying. "BULLYING DIARIES," weekly selected from Trevor Project followers, can raise awareness of the harmfulness made by social bullying on teenagers who are not certain about their sexualities.
INTERACTIVE SCREEN BILLBOARD
Every 30 seconds, this billboard would change the words on the back of the victim. People passing by will see dis-graceful words creating scars on the victim's back, and this will trigger people's emotions so they can feel how hurtful it is when social bullying happens among the LGBT community.
Interactive Screen Billboard Design
SUBWAY
BUS STATION DESIGN
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Design One: Speak positivity. Your positive words create rainbows in others' lives.
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Design Two: Tears of LGBT form a rainbow river.
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Design Three: Treat bullied LGBT individuals with words of affirmation.
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Design Four: "NEW YOU" is to love yourself for who you are.
Rehash Tagline " SPEAK-OUT, "Use Design to Deliver Campaign Purpose.
WEBSITE BANNER DESIGN
Rainbow Tears
Bullying Diaries in Instagram
SOCIAL MEDIA ENGAGEMENT
Launched social media campaign through Trevor Project Website home page and Instagram account. Encouraged teens to share their bullied experiences through Instagram posts. I would collect some of their stories, then make a 'Bullying Diaries' series and publish them weekly on the Trevor Project Instagram page. It could help Trevor Project to build stronger connections among followers.
This campaign can re-inform what The Trevor Project branding story is: LGBT teenagers should be treated equally to others. The services educate the rest to understand the damage of bullying on society and humanity.