Peggy Rajski on The Power of Storytelling, Advocacy, and Allyship - Chief Influencer - (ReAir)

Chief Influencer

Peggy Rajski is an Oscar-winning filmmaker and a founder of The Trevor Project, the first 24/7 suicide prevention organization dedicated to serving LGBTQ+ young people. She recently concluded her 18-month term as Interim CEO of The Trevor Project. During that time, she focused on expanding crisis intervention services, strengthening partnerships with SAMHSA and Vibrant Emotional Health for the national 988 Suicide and Crisis Lifeline, elevating Trevor’s prevention program strategy, and defeating anti-LGBTQ+ legislation through strategic advocacy.

The Trevor Project remains a leading force in crisis intervention, driven by Peggy’s mission-first approach and commitment to leveraging storytelling for social impact. In celebration of her tenure and passing the baton to The Trevor Project’s new CEO, Jaymes Black, we are thrilled to resurface this interview with Peggy Rajski!

In this insightful interview, Peggy discusses her inspiration for founding The Trevor Project after directing her Oscar-winning short film Trevor. She details the challenges and successes, including the crucial HBO airing with Ellen DeGeneres, and the night the first-ever 24/7 suicide prevention hotline for LGBTQ+ youth launched. She shares her thoughts on leadership, highlighting the importance of authenticity, allyship, and adaptability. Over 25 years, The Trevor Project has evolved with changes in media, and collaborated with notable figures like Daniel Radcliffe and Dylan Mulvaney. Peggy’s reflections underscore the power of passion, dedication, and resilience in making a significant impact.

Takeaways:

• After directing the film Trevor, Peggy saw the massive need amongst LGBTQ+ youth for some kind of support system. This need was the inspiration behind forming The Trevor Project and its mission, “to end suicide among lesbian, gay, bisexual, transgender, queer, & questioning young people.”
• The motivation for Peggy’s film was seeing that LGBTQ+ young people were four times as likely to make an attempt on their lives than their straight peers. Peggy knew that the medium of film could be uniquely used to educate people on this issue.
• The most important group Peggy had to reach was the young people in dire need of The Trevor Project. Crucial to this were the relationships Peggy built with voices in the media interested in this larger story.
• When Peggy realized that there was nowhere for LGBTQ+ youth to get specialized support, particularly with suicide prevention, the choice to take action and create resources was clear.
• It’s vital to share your message through communication channels already used by your audience. The night that Trevor was presented by Ellen DeGeneres and aired on HBO Family, The Trevor Project call center received over 1,500 calls.
• Honesty is integral to building a cohesive brand that can speak uniquely to different stakeholders, such as donors, staff, and those being served. This requires being clear and consistent on what the brand stands for and its mission.
• Evolving how you meet your audience where they are is critical. The Trevor Project expanded its services from primarily voice-based to chat-based. This mirrors the growing shift amongst younger generations toward text messaging. The Trevor Project must continuously adapt to the times to continue serving LGBTQ+ youth.
• Peggy considers the expertise built up within The Trevor Project to be “open source” as the organization sits on many boards and commissions to help protect the mental health needs of historically underserved groups.
• Leaders need to be storytellers every day of their lives, throughout meetings, introductions, etc. To be a great storyteller, you must be clear, concise, and compelling. Your stories should convey who you are, what you’re doing, and the difference you want to make.

Quote of the Show:
“Film can make you feel things. When it's working, it bypasses the brain and it goes to your heart.” - Peggy Rajski

Links:
Twitter: https://twitter.com/PeggyRajski
LinkedIn: https://www.linkedin.com/in/peggyrajski/
The Trevor Project Website: https://www.thetrevorproject.org/

Shout Outs:
Dr. Jay Nagdimon - Mental Health Expert
Ellen DeGeneres - Comedian and TV Personality
Elton John - Musician
Sting - Musician
Daniel Radcliffe - Actor
Dylan Mulvaney - Influencer and Activist
Kara Swisher - Host of On With Kara Swisher
Scott Galloway - Author and Host of the Prof G Pod
Hard Fork - Podcast
Longform - Podcast
This American Life - Podcast
Serial - Podcast
Soul + Spirit - Podcast
Ten Percent Happier - Podcast
Tara Brach - Meditation teacher and Podcast Host