OVERVIEW

Pride in Action is a transformative, year-round activation campaign developed for The Trevor Project, designed to extend the impact of Pride celebrations beyond June. By emphasizing ongoing action through donations, volunteering, advocacy, and outreach, this campaign successfully encouraged supporters to translate their allyship into continuous, tangible support for LGBTQ+ young people, significantly contributing to suicide prevention efforts.

MY ROLE

As the lead marketing strategist, I was responsible for audience segmentation, developing strategic messaging frameworks, overseeing innovative marketing activations, managing cross-functional and corporate partnerships, and driving the execution of comprehensive multi-channel campaigns.

CLIENT
The Trevor Project

PROJECT SCOPE

  • Audience Research

  • Messaging Framework

  • Content Strategy & Development

  • Multi-channel Marketing Execution

  • Influencer & Corporate Partnership Management

  • Insights & Analysis

  • Donor Engagement & Stewardship

from celebration to ongoing impact

Pride in Action

We celebrate Pride by taking meaningful action together and being a visible ally and supporter of LGBTQ+ young people.

The opportunity

moving from one day of celebration to Everyday Action

  • Context: While Pride month brings tons of visibility for many LGBTQ+ nonprofits and organizations, many folks don’t know how to translate their allyship into sustained support.

  • Challenge: Demonstrate that ongoing affirming actions can significantly lower the suicide risk for LGBTQ+ young people.

  • Goal: Invite supporters—individuals, corporations, and influencers—to be part of a longer journey, driving consistent donations, community engagement, and policy support.

Audience Segmentation

  • Existing Donors: Reinforce that a year-round support drives a lasting impact and provide clear action for deeper involvement.

  • New & Lapsed Donors: Provide a clear call to action—beyond rainbow washing—to spark renewed interest and sustained giving.

    Corporate & Influencer Allies: Harness their high visibility to offer matching grants, product collaborations, and extended campaigns that underscore Pride’s deeper purpose.

Messaging & approach

Primary Line
PRIDE IN ACTION

SUPPORTING MESSAGE
Celebrate Pride by committing to meaningful, year-round action—be a visible ally and champion for LGBTQ+ young people.

CALL TO ACTION
This year, more than ever, we need you to show and support Pride with action.

sTORY BEATS
we focus on three key story beats that guide our campaigns and resonate deeply with our audiences:

Reinforce How Allyship Can Help Young People Be Their Best Selves

This Pride, we highlight how the actions of affirming adults not only save lives but also empower LGBTQ+ young people to show up as their best selves, become changemakers, and celebrate Pride with action.

Use Storytelling to Celebrate Those Making a Difference

We empower our audience to know that they can make a positive change in their own community. Through research and storytelling, we showcase individuals and groups making changes in both big and small ways.

Pride Means Taking Action and Supporting Our Work

This Pride, we emphasize that taking action—whether through donations, volunteering, or advocacy—directly supports our ability to show up more effectively for LGBTQ+ young people.

innoviate marketing activation

 

INFLUENCER MARKETING X corporate partnerships

Message of hope

Collaborated with Native to gather community stories, sending a clear message that LGBTQ+ young people belong. By engaging corporate talent to share meaningful messages, we created a win-win for both the brand and the youth we serve.

 
 

Content MARKETING X advocacy

Celebration of Legislative Wins

A timely blog post recognized meaningful year-round advocacy wins—such as 260+ affirming bills and increased funding for Trevor’s services. Our aim was to celebrate tangible progress and inspire further action to ensure a safe, inclusive world for LGBTQ+ youth.

Read The Blog

 
 

Corporate partnership

partnership in action

Offering match partnerships, employee giving, and cause marketing initiatives demonstrates that corporate allyship doesn’t stop after Pride Month.

Press Release: Macy’s, Inc. Honors National LGBTQ+ Pride Month

Press Release: Peace Out, Pride in Action: Celebrating Love, Acceptance, and Inclusivity with Peace Out

Press Release: Lulus Teams Up with The Trevor Project to Support Their Mission of Ending Suicide Among LGBTQ+ Young People  

Company Website: Swarovski

Social Video: Kate Space New York

 
 

paid media

partnership in action

By dedicating $350K+ across Programmatic, Connected TV, Paid Search, and Paid Social, we merged top-of-funnel awareness (brand ads and events) with direct-response messaging (match campaigns and high-intent keywords). This broadened our reach to new audiences and primed them for Pride Month’s donation windows, ultimately converting more supporters into long-term advocates.

 
 

peer-to-peer fundraising

Pride in action together

Easy-to-use toolkits and training materials empowered individuals to host their own Pride in Action events. Through streaming and peer-to-peer campaigns, we raised $145,510—surpassing our $100K goal.

Tiltify: Pride in Action

Results

when we move from a single-day celebration to everyday engagement, we spark meaningful, lasting change—and show LGBTQ+ young people they are seen, valued, and supported.

$11M+ RAISED
from 25K donors

Helping provide the resources needed for ongoing, 24/7 support for young people in crisis.

2.1M total social audience with 17.8M impressions

Highlighting the Pride in Action message and encouraging people to stay involved long after June.

25 corporate partnering to amplify our mission

Through product collaborations, promotional campaigns, and matching funds, they amplified our call for year-round allyship.