Take notes, all you other brands, this is how it's done
This article is sponsored by H&M. Thank you for supporting the brands that support Motherly and mamas.
We spoke to Chris Bright (he/she/they), Director of Public Training at The Trevor Project, who works closely with H&M. Chris shared with us the Trevor Project's important mission, and what all brands should do to best support LGBTQ youth today.
1. For those that do not know, what is The Trevor Project's mission? What is it all about and its impact on society?
The Trevor Project is the world's largest suicide prevention and crisis intervention organization for lesbian, gay, bisexual, transgender, queer, and questioning (LGBTQ) young people. Suicide is the second leading cause of death among young people, and LGBTQ youth are more than four times more likely to attempt suicide than their straight or cis peers. Our mission is to end suicide among the estimated 1.8 million LGBTQ youth under the age of 25 in the U.S. who seriously consider suicide each year.
Founded in 1998, The Trevor Project launched TrevorLifeline, the first 24/7 national lifeline supporting LGBTQ youth in crisis alongside HBO's broadcast of the Academy Award-winning short film Trevor. The first calls were answered that night. Since then, we have grown from reaching several thousand LGBTQ youth per year to becoming the preeminent resource for LGBTQ young people in crisis, directly serving over 200K LGBTQ young people in the last fiscal year alone. We work tirelessly to save young lives by providing support through our free and confidential crisis programs on platforms where young people spend their time — online and on the phone. In addition to TrevorLifeline, we offer 24/7 digital crisis services including TrevorText and TrevorChat, as well as TrevorSpace, the world's largest safe space social networking site for LGBTQ youth.
H&M + The Trevor Project
2. Can you describe the nature of the relationship/partnership the Trevor Project has with H&M?
Our collaboration with H&M has been remarkably successful, with H&M driving awareness of The Trevor Project and our services among its audience while also demonstrating its strong support of LGBTQ young people. H&M first partnered with us in December 2020 during our "Every Single One" holiday campaign, where they donated $250K in matching funds for Giving Tuesday. This helped The Trevor Project have our best-ever Giving Tuesday moment.
Our work together has had extensive impact, allowing H&M to engage employees, customers, and community members in conversations about LGBTQ Allyship through Trevor's resources and mission. We're thankful for H&M's support, which helps us continue to operate and improve our 24/7 life-saving crisis services so we can serve more LGBTQ young people.
3. Why was H&M the right company to partner with?
H&M is an established yet relevant brand that has the attention of young people, and we're always so thankful to partner with youth-facing brands that can not only spread messages of love and support, but also can increase the awareness of our crisis services and resources. We know that H&M genuinely cares about creating a better future for LGBTQ young people.
4. What do you see as the biggest challenge or struggle for LGBTQ kids today?
LGBTQ youth are incredibly diverse, with so many intersecting identities and unique experiences — making it difficult for me to pinpoint what might be the single biggest challenge or struggle for all LGBTQ youth today.
What I can say, however, is our research reveals numerous challenges or struggles that may be more prevalent across the board for LGBTQ youth. According to our 2021 National Survey on LGBTQ Youth Mental Health, which captures the experiences of nearly 35,000 LGBTQ youth ages 13 to 24 across the U.S., nearly 42% of LGBTQ youth seriously considered attempting suicide in the past year, including more than half of transgender and nonbinary youth. Over 94% of LGBTQ youth reported that recent politics negatively impacted their mental health and more than 80% of LGBTQ youth stated that COVID-19 made their living situation more stressful.
What's clear is that while there is no single biggest challenge or struggle for our LGBTQ youth today, it's critical that we find ways to uplift and support each and every LGBTQ young person that we can.
5. Since it's back to school time, are there stressors or situations that are uniquely heightened for LGBTQ youth, other than the standard new school year jitters, that people don't necessarily know about?
Our research has found that LGBTQ youth who reported having at least one LGBTQ-affirming space had 35% reduced odds of attempting suicide in the past year, with LGBTQ-affirming school environments having the strongest association with reduced suicide attempts. Since the onset of COVID-19, the volume of youth reaching out to us has significantly increased, at times nearly double our pre-COVID volume. Feelings of loneliness, isolation, and anxiety have been heightened as a result of the pandemic, further emphasizing the need for LGBTQ youth to have access to spaces that affirm their identities, such as gender-neutral bathrooms, trans-inclusive sports, and positive extracurricular activities such as Gender and Sexuality Alliances (GSAs).
LGBTQ youth who reported having at least one accepting adult — whether it be teachers, coaches, or counselors — were 40% less likely to report a suicide attempt in the past year. The Trevor Project created the Model School District Policy on Suicide Prevention, which includes requirements for teacher training, mental health instruction for students, and policies and procedures for suicide prevention, intervention, and postvention. Now, more than ever, it is crucial that as in-person learning returns, schools provide LGBTQ students with safe learning environments where they can feel empowered, supported, and accepted by their peers and educators.
H&M + the Trevor Project
6. In what way is the support that The Trevor Project provides crucial to LGBTQ youth, especially as it pertains to suicide prevention?
The support that The Trevor Project provides is so crucial because suicide is the second leading cause of death among young people — and LGBTQ youth are more than four times more likely to attempt suicide than their straight or cis peers. LGBTQ youth reach out to Trevor because we are LGBTQ-affirming and a trusted provider of crisis services. All of our volunteers are highly-trained to answer calls, chats, and text from LGBTQ youth 24/7 when they are feeling suicidal or need a safe, non-judgmental place to talk.
Almost three-quarters of youth stated that they either would not or were unsure if they would have another service if The Trevor Project did not exist. We aim to be there for every young LGBTQ person in crisis with a clear message: you are loved, your life has value, and you are never alone.
7. What do you think the responsibility is for brands to be involved in pro-social, activism-related work?
Everyone can play a role in creating change and building progress in our society. Brands — especially those with large platforms and influence — have a responsibility to fulfill that role as well. We recognize H&M and our other brand partners for helping spur progress on important issues, and we encourage others to follow suit. Beyond the essential financial support that brands can provide to nonprofits like The Trevor Project, there's also a direct benefit for the community when brands are loud about their support of Pride; we've found that more than half of youth said brands who support the LGBTQ community positively impact how they feel about being LGBTQ. Finally, it's important to remember that Pride doesn't begin and end in June — the opportunity to support Pride is 365 days a year. We are thrilled to have H&M as a year-round partner for The Trevor Project, demonstrating their authentic support for our work.
8. What is one of the biggest impacts or positive results you have seen come from the partnership between The Trevor Project and H&M?
We wouldn't be able to do the work we do and make the progress we've made without our brand partners like H&M. The Trevor Project has experienced significant growth in the last few years with the implementation of our five key program areas: crisis services, peer support, research, education and public awareness, and advocacy. Since 2019, we've been working to scale our volunteer training to increase the number of crisis services counselors on a yearly basis. In addition to original, intersectional monthly research briefs, our research team launched the world's largest survey of LGBTQ youth mental health in 2019, and has released a total of three national, annual reports. We've ramped up Trevor's advocacy work on the local, state, and federal levels to protect the rights of LGBTQ people, including bills to protect LGBTQ youth from conversion therapy that have been in introduced in 40 states. H&M's partnership helps us advance this work by raising significant funds and awareness for our mission. During June 2021, when H&M served as one of our key Pride Partners, our crisis counselors served over 19,500 crisis contacts with free, confidential support via phone, chat, and text.
9. How important is it for LGBTQ+ youth to see allies in popular culture, be it a celebrity or high profile person, mainstream brand, etc.?
LGBTQ representation in the mainstream media is extremely important as it makes LGBTQ youth feel seen, validated, and confident that they are not alone. Over 80% of youth said that celebrities who are LGBTQ positively influence how they feel about being LGBTQ, and more than half of youth said brands who support the LGBTQ community have a positive impact on their LGBTQ identity. As we continue to see increased visibility for marginalized communities in popular culture, diverse images will become normalized, which in turn creates a safer, more accepting world for all of us.
10. For people who want to get involved with a cause like The Trevor Project, what is the best way to make a difference?
There are a number of ways to get involved with The Trevor Project – from making a donation (TheTrevorProject.org/Donate) to applying to be a volunteer (TheTrevorProject.org/Volunteer) to spreading the word about our resources.
Affirming spaces and support systems work to save young LGBTQ lives. People can be active in their communities to ensure that more safe, affirming spaces are available and thriving. Even making an effort to respect someone's pronouns and encouraging those around you to do the same can make a huge difference. Our research has also found that LGBTQ youth who report having at least one accepting adult were 40% less likely to report a suicide attempt. If you get the opportunity, be that one person for a young person in your life.
If you or someone you know needs help or support, The Trevor Project's trained crisis counselors are available 24/7 at 1-866-488-7386, via chat www.TheTrevorProject.org/Help, or by texting START to 678678.