Pride 2021 - Williams-Sonoma, Inc. & The Trevor Project
According to the Trevor Project’s 2021 National Survey on LGBTQ Youth Mental Health, the Pandemic challenged LGBTQ youth by isolating them at home and keeping them from support systems.
The nonprofit recognized that it needed to continue to scale its programs to serve the growing needs of LGBTQ youth and partnered with William-Sonoma, Inc. to make this a reality.
The partners worked together to raise awareness for The Trevor Project’s services by creating the “Here” campaign, a line of exclusive Pride products, calls to action for customers, event activation and employee engagement. The WSI family of brands includes Wiliam Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, William Sonoma Home, Rejuvenation and Mark & Graham.
By leveraging its different brands to tailor to each audience, WSI employed a multi-pronged strategy to draw attention to the issue. Williams Sonoma hosted a popular cooking competition, for example, while West Elm activated Pride-themed store windows and specialty products prompting consumers to donate to Trevor through givebacks of up to 50% of every purchase.
A total of 23 products were offered across five brands and customers were encouraged to donate to The Trevor Project both online and through point-of-sale. Co-branded signage throughout stores also featured QR codes that encouraged customers to donate while shopping.
The effort raised more than $425 thousand for the Trevor Project while WSI saw a significant increase in new customers both online and in stores as well as high social engagement across all brands.
The collection received media attention in Popsugar, Food & Wine, Refinery29, Travel + Leisure, Oprah Daily, Seventeen, HGTV and more, a total of 227 media impressions.
The partnership allowed The Trevor Project to spread a message to LGBTQ youth that they are loved and valued while donations allowed the nonprofit to continue providing 24/7 crisis services. The Trevor Project saw an increase in followers on its three social platforms, with its total audience reaching 2 million, and directly served more than 200,000 crisis contacts who reached out for support in 2021.