When No One Is There, We Are

The Trevor Project México and Zurda México Launch “When No One Is There, We Are,” a Short Film Highlighting the Importance of Mental Health Among LGBTQ+ Youth. A message for those who feel they are going through everything alone.

In Mexico, millions of young people continue to grow up afraid to ask themselves who they are; afraid to express how they feel; afraid of disappointing someone. And, far too often, afraid to ask for help.
Against this backdrop, When No One Is There, We Are was born—the new campaign from The Trevor Project México and Zurda México for Pride Month 2026. The initiative aims to spark a conversation around mental health, empathy, and support from a place that feels intimate, human, and urgent.
The campaign is rooted in a silent yet devastating reality: many LGBTQ+ young people feel they have no one to talk to when things are not okay. And that is precisely where the meaning of the idea emerges: simply being there. Even when it feels like no one is.
"I don't know how to help you."
"I don't know how to reach out."
"I don't know how you're feeling."
"I don't know how to ask for help."
These everyday phrases are reimagined by the campaign as an invitation to listen, support, and stay close—even when we don't have all the answers.
Behind that conversation are numbers that are impossible to ignore. According to The Trevor Project's data in Mexico, 53% of LGBTQ+ youth seriously considered suicide in the past year, and one in three reported attempting it. In 58% of those attempts, no one knew it had happened.
The Trevor Project, the world's leading suicide prevention and crisis intervention organization for LGBTQ+ young people, provides free and confidential support for youth facing challenges related to gender identity, sexual orientation, depression, anxiety, or suicidal ideation. Its mission is clear: to build a world where all LGBTQ+ young people can envision a brighter future for themselves.
"At Zurda México, we strongly believe in the power of ideas that can create real impact. This campaign comes from a deeply sensitive place: understanding that many LGBTQ+ young people go through fear, anxiety, and pain in silence. Working alongside The Trevor Project was a huge responsibility because from the very beginning we understood that this wasn't only about Pride or visibility—it was also about mental health, empathy, and support. As an agency, being able to put creativity in service of a cause that can help a young person feel less alone—or even help parents, families, and communities recognize what often goes unsaid—gives a much deeper meaning to what we do," said Romina Levi, Managing Director of Zurda México.
The campaign also arrives at a moment when conversations around mental health are becoming increasingly visible across popular culture, entertainment, and sports. It is no coincidence that it launches during a year marked by the FIFA World Cup 2026, one of the most emotionally significant events for Mexico. While the country talks about pride, belonging, and collective passion, the campaign seeks to expand that conversation toward a different kind of pride: the pride of being able to exist without fear.
The numbers make it clear why this conversation can no longer wait. In Mexico, 58% of LGBTQ+ youth report symptoms of depression, 53% report symptoms of anxiety, and 73% say they have engaged in self-harm at some point in their lives. In addition, only 22% report living in a truly affirming home environment, while more than half say they have experienced discrimination because of their sexual orientation or gender identity.
When No One Is There, We Are is not intended to dwell solely on the harshness of these statistics. Its purpose is to create space for something much simpler—and profoundly human: reminding those who feel alone today that there is someone on the other side willing to listen.
"Today, it feels like people are afraid to talk about mental health. The world is drifting toward avoidance and apathy, and frankly, that's not something we're comfortable with. As advertisers, we have a responsibility to challenge that and bring these conversations back to the forefront," said Jorge Cordero and Rubén Cabezas, Creative Directors at Zurda México. "This film was born out of the frustration of seeing how often we freeze because we think we need the perfect answer to help someone. We wanted to show the harsh reality of silence, anxiety, and loneliness in order to break that myth. In our darkest moments, it's not about delivering a heroic speech—it's about having the courage to simply stay. Too many people need to hear that."