TX Media Opps: The Trevor Project responds to anti-LGBTQ+ stance in TX with new campaign

The Trevor Project (TTP) recently launched a statewide campaign in response to TX's anti-LGBTQ+ stance. The new, digital OOH campaign includes over 120 banners and billboards in four major markets: Austin, Dallas/Fort Worth, Houston and San Antonio. The organization, which provides LGBTQ+ youth with suicide prevention and mental health services, is hoping to "awaken a clarion call of support for trans and non-binary youth and their families," per CEO and executive director Amit Paley.

TTP's team has also grown; recent hires include campaign director Abie McCauley (January) and marketing director Kinzi Sparks (February).

According to iSpot, the organization has spent only approximately $241 on national TV commercials YTD, down exponentially from the approximately $3.4k it spent within the same 2021 timeframe. TTP ended up spending approximately $9.3k on this channel last year, another huge drop from the approximately $188.8k it spent in 2020. Its 2022 commercials have targeted viewers of Archer.

Since the beginning of 2022, Pathmatics reports TTP has allocated roughly $730.6k toward digital ads, up slightly (2%) from the roughly $714.1k it had allocated by this point last year. The organization's estimated full-year 2021 spend increased 45% to $5.5m from that of $3.8m in 2020. TTP has earned ~82.8m digital impressions YTD via Facebook (81%) and Instagram (19%) ads.

Additionally, Magellan shows the organization has aired three podcast ads within the past 12 months.

TTP tends to target "the next generation" - teenagers and Gen-Z - hence the decrease in TV spend and increase in digital spend. Sellers able to offer high-ROI digital strategies should contact soon to secure some of these increasing digital ad dollars. As I'm sure you assumed, sellers able to offer localized ad space within TX will have an upper hand securing ad dollars from this particular new campaign.

Agency & martech readers - TTP tends to work with agencies on project-by-project bases, so keep it on your radar for future project-based work. Kettle handled the campaign that launched late last year.