The Trevor Project – ”One Message Can Save a Life”

Lucas Chu: Copywriter, Art Director

Problem: LGBTQ+ youth often struggle with mental health issues in isolation, not realizing they have support.

Insight: Sometimes, all it takes is one message—one reach-out—to make someone feel seen and valued.

Solution: Show the life-changing power of connection through real messages, proving that even small words can make an enormous difference.

A diverse group of ten young people outdoors, posing for a photo with trees in the background.
Text message bubble with the words 'are you ok?' in blue.
Young person wearing glasses using a smartphone in a dimly lit room.

Print/Display Ad – "The Message That Made the Difference"

Visual:

A screenshot of a simple text exchange, but instead of a flat image, the conversation fades in stages—showing a ripple effect that moves from despair to recovery.

Headline:

"One message can change everything."

Body Copy:

"No one should feel alone. Sometimes, reaching out is the hardest step—but it’s also the most powerful. The Trevor Project provides 24/7 crisis support for LGBTQ+ youth."

CTA:

"Text. Call. Chat. Someone is here for you."

OOH Ad – "Messages That Matter"

Visual:

A gradient of real messages, fading from despair to hope, showing progression:

  • "I don’t think I can do this."

  • "I don’t feel so alone anymore."

  • "I think I’m gonna be okay."

  • "I’m glad I stayed."

Headline:

"Words have power. One message can save a life."

Body Copy:

"A single conversation can help someone feel seen, heard, and supported. The Trevor Project is here to make sure no one feels alone."

CTA:

"Send a message. Save a life."

Video Ad – "The Text That Changed Everything"

Concept:

A conversation plays out over text, slowly shifting from dark and sad to warm and hopeful, showing the unseen impact of a simple message.

Scene One: A Teen Sitting Alone, Staring at Their Phone

Visual: Dark lighting, an empty room, phone screen flickering.

Text Appears: "Hey, I noticed you seem down. Want to talk?"

Scene Two: Hesitation, Then a Reply

"I don’t know. I feel really alone."

Text bubbles appear, shaky, unsure.

Scene Three: A Back-and-Forth Conversation

"I’ve felt that way before too. You don’t have to go through this alone." "I don’t know if it helps, but I care about you." "You matter."

Scene Four: Subtle Brightness, Light Returning

The phone screen softly brightens, mirroring the change in tone. The teen’s expression softens, shifting from isolation to hope.

Final Frame:

"A message can be everything."

CTA on Screen:

"The Trevor Project provides 24/7 support. Reach out today."

Experiential Activation – "Messages That Matter"

Concept:

An interactive public installation where people actively send messages to complete conversations, symbolizing how showing support can change someone’s life.

Execution:

1. The "Unfinished Messages" Billboards

  • Text conversations displayed across bus stops, subway stations, and major public spaces—but unfinished.

  • QR codes allow passersby to send supportive messages to complete them, visually showing how reaching out makes an impact.

  • As more people participate, the conversations “fill in,” transforming hopeless messages into hopeful ones.

2. Live Projection – "The Words That Matter"

  • A digital wall displays real-time texts sent in support, appearing live across major cities.

  • The more messages sent, the more the projection shifts from grayscale to vibrant color, symbolizing the transformation of isolation into connection.

3. Social Media Challenge – “One Message That Changed My Life”

  • People post real messages that made a difference in their lives—whether it was a friend, family member, or a stranger.

  • Hashtag: #MessagesThatMatter

  • CTA: "Your words have impact. Share them. Support someone today."

Mobile & Social Digital Strategy

IG Reels / TikTok Video Concepts

1. "POV: The Message That Changed Everything" (15–30 sec) Opening Shot: A phone screen lights up—showing an incoming message:

"Hey, I just wanted to check in on you."

Cut To: A split-screen:

  • Left side: The moment someone receives that message—tearful, but comforted.

  • Right side: The sender, nervously waiting.

Final Frame: "One message can save a life."

CTA: "The Trevor Project is here for you. Reach out today."

2. "Unsent Messages Challenge" (Interactive Trend – 30 sec) Opening Shot: A user types: "I wanted to reach out, but didn’t know what to say..."

Cut To:

  • The message deletes.

  • Another try: "Just letting you know I care."

  • This time, they send it.

Final Frame: "Some messages change lives. Don’t leave it unsent."

Hashtag & Event Strategy

Hashtags:

#MessagesThatMatter #TrevorProjectSupport #ReachOut #TextSaveLives #BeTheMessage