Peggy Rajski on The Power of Storytelling, Advocacy, and Allyship - Chief Influencer - Episode # 004

Peggy Pajski is an Oscar-winning filmmaker and the Founder of The Trevor Project, the first 24/7 suicide prevention service dedicated to LGBTQ young people. Peggy is a venerated supporter of the LGBTQ community and was recognized as a Live-Action Icon by the Academy of Motion Picture Arts. In addition to producing award-winning films, she has taught at New York University and served as the Dean of Loyola Marymount University’s School of Film and Television. Peggy shares how to connect with audiences through film, align an organization firmly with its mission, and innovate to adapt to the ever-changing digital world. 
Takeaways: After directing the film Trevor, Peggy saw the massive need amongst gay or questioning 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 gay or questioning youths 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 gay or questioning youths to get support from, particularly with suicide prevention, the choice to take action was clear and provide resources.  It’s vital to share your message through the 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 on what the brand stands for and its mission. Evolving how you meet your audience where they are can be critical. The Trevor Project is transitioning its services from primarily voice-based to chat-based. This mirrors the growing shift amongst younger generations toward text messaging. The Trevor Project must 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 what you’re doing, what you want to make, and who you are.
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 -