A world where all LGBTQ young people feel loved and welcomed.
That’s the vision of The Trevor Project, the world’s largest suicide prevention and mental health organization for LGBTQIA+ young people. As its first Vice President of Marketing, Josh Weaver oversaw the organization's marketing and campaign initiatives and its marketing team of eight – all in service of supporting and amplifying The Trevor Project's life-saving mission.
Re-energizing a life-saving brand for the young people of today – and tomorrow.
+40% brand awareness
Increased brand awareness among The Trevor Project’s core audience (U.S. LGBTQ young people, aged 13-24) by over 40 percent in just one year at the organization.
Vice President of Marketing
Oversaw The Trevor Project’s marketing department and its wide breadth of activities, including organic social and paid social media, omnichannel advertising across digital platforms and offline, Web presence and user experience, SEO/SEM, user journey and audience analysis, brand health and brand analysis, among others. Oversaw marketing and campaign strategy for the nonprofit.
- Collaborated closely with senior leaders at major corporate partners, including Abercrombie & Fitch, Google, Macy’s, and others, to strategize, develop, and execute high-impact cause-marketing campaigns benefiting The Trevor Project.
- Oversaw consumer research, marketing research, and marketing analytics. Increased brand awareness by over 40% in one year.
- Oversaw brand strategy and management, and led the launch of the organization's first rebrand in ten years.
- Led a team of eight (8), including directly managing the Director of Campaigns and Director of Marketing, and indirectly managing roles such as Campaign Managers, Email Managers, and Social Media Associates.
- Served as the organization’s key marketing leader, collaborating with teams across key program areas to strategize and implement effective campaigns and marketing initiatives in order to achieve their key goals.
Adweek’s 2021 Brand Save Award Recipient
Every year, Adweek honors one Brand Save award recipient, the magazine’s annual recognition of standout work in the nonprofit sector. In 2021, Adweek recognized The Trevor Project as its Brand Save award honoree, highlighting the nonprofit brand’s resonance, its engaging corporate partnerships, and most importantly, the organization’s real impact on saving the lives of LGBTQIA+ young people.
Aligning with a New Generation: The Trevor Project’s First Rebrand in a Decade
Affirming today’s LGBTQ+ youth with a brand update that resonates deeply.
Josh oversaw the strategic implementation of The Trevor Project’s first rebrand in over a decade, focusing on aligning the organization’s identity with the values of today’s LGBTQ youth. The rebrand centered around creating a modern, inclusive, and empathetic voice to engage a discerning audience, many of whom seek authenticity and relatability. With fresh visual elements, including an optimistic color palette, and messaging that spoke directly to the challenges LGBTQ youth face, this rebrand reinvigorated the organization’s connection with its core audience.
“We're [aiming to] speak to LGBTQ young people today in a way that resonates, affirms and builds the trust and authority we need to push forward our mission,” Joshua Weaver, VP of marketing at the Trevor Project, told Campaign US.
