Maybelline has launched a new campaign focused on Gen Z’s complex relationship with social media and mental health. Developed by Nice and Serious, the campaign highlights that 73% of young people face anxiety and depression, exacerbated by social media pressures, with 77% feeling pressure to look good online. Coinciding with World Mental Health Day, the initiative includes a powerful 90-second film, aimed at reshaping young people’s interaction with social platforms. Through their Brave Together initiative, Maybelline aims to make mental health support more accessible, partnering with Ditch the Label to provide free one-on-one support.
Maybelline’s mission is clear: while social media can be overwhelming, it also holds potential as a tool for good. With 40% of young people using it for mental health advice, the campaign seeks to empower them by promoting self-connection and providing accessible resources. As part of this effort, Maybelline will fund over 17,000 hours of expert mental health support and raise £100,000 in partnership with Ditch the Label. The collaboration reflects Maybelline’s commitment to destigmatizing mental health issues and supporting young people in the UK and beyond.
Maybelline’s 2024 Brave Together initiative, backed by £30,000 from sales of the limited-edition Brave Together Lifter Gloss, is just one step in making support more widely available. The hope is to spark conversations around mental health and help young people feel seen and heard while offering tangible solutions to improve their well-being.
Reference: https://www.maybelline.co.uk/brave-together
