LGBTQ+ youth often face victimization on the basis of their sexual orientation or gender identity and are at a highly elevated risk for depression, anxiety and substance use. Nearly one in five Transgender and Nonbinary youth in the US attempted suicide in the past year, which highlights the importance of affirming spaces. Connection, both human and technological, is key, and in the LGBTQ+ community, that can make all the difference.

To bring awareness of TrevorSpace, an affirming international online community for young queer people, and to highlight AT&T’s power of connection, the video series “The Love Connection” was born. A series of intimate interviews with luminaries within the community, it shares how digital connectivity has facilitated life-changing moments and helped forge lasting relationships.

A 2022 UN report shows that true gender equality is still 300 years away. This especially affects non-binary and transgender people, as those that defy gender norms face prejudice, gender-based violence and discrimination daily. In the United States, anti-trans laws are on the rise, so in every discussion about true gender equality, these are the voices that need to be heard most. Realizing the importance of shining a light on these issues, we invited five of these marginalized individuals to share their unique perspectives.

Together with ATTN:, we created a raw video documentary series that brings needed awareness to the most vulnerable of the diversified LGBTQ+ community. From social struggles to battling isolation, they illustrate how crucial feeling supported is, which can reduce the risk of suicide attempts among transgender youths by 40 percent.

The stories and experiences of the LGBTQ+ community are common, but so rarely shared in wide-spread formats. It was AT&T’s goal to give a broader platform to marginalized voices to share their genuine hardships and help tell their stories in social media, bringing needed awareness to the diversified LGBTQ+ community.

As ATTN: is focused on ethical media representation, they were the perfect collaborator to help us create authentic footage for ”The Love Connection“ and bring together the stories of those whose journeys were particularly sensitive. From social struggles to battling seclusion, each episode illustrated how crucial feeling supported is, especially in the LGBTQ+ world where family often doesn’t understand.

The video series features inspirational moments of love and the courage to express oneself, amplifying how connecting on both a technological and human level helps to increase feelings of support and mental health.

Unfortunately, inherent to any media strategy looking to connect with LGBTQ+ communities is an anticipation of backlash and hate. Protecting and empowering LGBTQ+ individuals was the foundational reason the campaign was created, so AT&T sought to uphold that ethos throughout the campaign’s run.

Proactively accounting for comment moderation—while ensuring we retain our focus on supporting the communities we desired to uplift—would be critical. Protection measures were created so the LGBTQ+ community was guarded against any online backlash. Strategic moderation tactics were put in place; with comments being closely watched and regulated. Red flag lists were continuously updated, increasing efficacy of the moderation approach. Positive communication was encouraged to keep the comments constructive and supportive.

In collaborating with socially conscious organizations, we were able to reach the community in a way members feel genuinely heard and seen. We pushed our content to engaged audiences, and promoted our videos on social media,

The engaging video-series “The Love Connection“ maintained a common theme: connecting on both a technological and human level to increase feelings of support and mental health.

The LGBTQ+ individuals highlighted in the “The Love Connection” had undergone genuine hardships and were able to speak in a way in which others could emotively relate to.

Gender nonconforming Alok details how they received negative comments about their appearance, Black trans woman, Peppermint, speaks about dating shame but also highlights how technology enabled her to pursue a relationship with a man overseas. In another video, transgender activist, father and husband Aydian speaks about his transition journey; Laith, an actor, singer, songwriter, model and trans man, explains how connecting with his aunt potentially saved him from suicide when he was outed as a teen and Isis King, a trans model, designer and actress, gives her perspective on the difference true support can make.

Despite some initial backlash, the campaign overarchingly received positive responses. Constructive conversations were encouraged between LGBTQ+ members and their allies, and those less understanding were moderated. We gave marginalized youth positive stories to identify with, hopeful examples of success and acceptance that show that it can indeed get better.

The campaign showed the importance of digital connectivity in an increasingly divided world. We raised awareness for TrevorSpace, giving at-risk youths a chance to connect with each other and find support. Over 100,000 new accounts were opened during the campaign period, increasing membership numbers by more than 25%.

With this campaign we shone a light the importance of enabling this kind of conversation, helping to start shift mindsets and making sure that marginalized voices are not only heard, but amplified. Only through communication can there be change, and only with change can there be true gender equality.

AT&T, as America’s largest telecommunications company, has a longstanding legacy to uphold. Standing for Equality is a core value at AT&T, and they have been a proud ally of the LGBTQ+ community since 1975. In 2021, AT&T reaffirmed their support by committing $750,000 to The Trevor Project.

In an increasingly digital world, we all need human connection. Every video in „The Love Connection“ ran along the theme of how technology supports wellbeing and inter-connectedness. Whether picking up the phone to call a friend or using online support groups, real connection is only a click away. AT&T’s brand promotes inter-connectivity through reliable, fast telecommunications services which in turn allows people to feel closer to others, and therefore, lessen the feelings of isolation.

AT&T is committed to being there for their LGBTQ+ customers whether it be through their partnerships or their marketing campaigns that are seen across the globe.