The Trevor Project has unveiled a new public awareness campaign aimed at addressing the critical issue of suicide among LGBTQ+ youth living in rural communities. The campaign, which launched Tuesday, features a poignant documentary short film highlighting the experiences of a mother and daughter in Iowa.
The 10-minute film, part of The Trevor Project’s “Learn with Love” series, tells the story of Angie, a Methodist pastor, and her 19-year-old daughter, Jubilee, who identifies as bisexual. The documentary explores themes of identity, faith, and parental acceptance, offering a glimpse into the challenges faced by LGBTQ+ individuals and their families in rural settings.
The campaign is supported by a $5 million grant from The Leona M. and Harry B. Helmsley Charitable Trust and is part of a three-year multimedia effort to raise awareness about the mental health crisis affecting LGBTQ+ youth in rural areas. The initiative targets nine states served by Helmsley’s Rural Healthcare program: Hawaii, Iowa, Minnesota, Montana, Nebraska, Nevada, North Dakota, South Dakota, and Wyoming.
“No one should feel isolated simply because of who they are, yet the LGBTQ+ community is too often met with hostility,” said Walter Panzirer, Trustee of the Helmsley Charitable Trust. “We know that LGBTQ+ youth in rural states have higher rates of suicidal thoughts, anxiety and depression. It’s essential that they know they’re not alone. The Trevor Project is helping to spread awareness of the serious challenges LGBTQ+ youth face and let them know resources are available to help them thrive.”
Data from The Trevor Project underscores the urgency of the campaign. LGBTQ+ young people are more than four times as likely to attempt suicide compared to their heterosexual peers. The organization estimates that over 1.8 million LGBTQ+ youth, ages 13-24, seriously consider suicide each year in the United States, with an attempt occurring approximately every 45 seconds.
Recent research has revealed that LGBTQ+ youth in rural areas experience even higher rates of suicidal ideation and attempts, coupled with reduced access to mental health care. The Trevor Project aims to bridge this gap by providing resources and support to those in need.
“Storytelling is such a necessary tool to support The Trevor Project’s mission of ending suicide among LGBTQ+ young people, and it is critical for reducing stigma associated with LGBTQ+ families,” said Jaymes Black, CEO of The Trevor Project. “The ability to hear from real, everyday Americans like Angie and Jubilee allows people in every corner of the country to say, ‘Hey, they’re not so different from my family.'”
The campaign will utilize targeted digital advertising across platforms such as Facebook, Instagram, TikTok, Snapchat, YouTube, and Connected TV (CTV) services, including Disney+, Peacock, Paramount+, Max, WBD, NBC, and Discovery+. The documentary and accompanying trailers will also be made available for broadcast on digital and traditional platforms.
The Trevor Project emphasized the importance of parental acceptance in supporting LGBTQ+ youth. In the film, Angie highlights the risks of rejecting a child’s identity. “From my perspective, the risks of not accepting your child are at best deeply, deeply wounding them and at worst, burying them,” she says. “At the end of the day, what I kept coming back to was, it’s okay to have some fears to question, to struggle for a little bit. But it’s also okay to love them, and to support them 100 percent. In fact, the second part really is non-negotiable. You have to love them. And, and I’m going to do it as best I possibly can.”
The Trevor Project, a leading suicide prevention and crisis intervention organization for LGBTQ+ young people, provides 24/7 crisis services and operates research, advocacy, education, and peer support programs. The Helmsley Charitable Trust, which supports initiatives in health and place-based programs, has committed over $4.5 billion to charitable causes since 2008.
The campaign’s focus on rural communities addresses a critical need, as these areas often lack the resources and support available in urban centers. By sharing relatable stories and providing access to mental health resources, The Trevor Project and the Helmsley Charitable Trust hope to create a more inclusive and supportive environment for LGBTQ+ youth across the United States.
