- Situation: Maybelline New York is making profound impact in global mental health support through their Brave Together program (34 countries,1.65 million people helped, 45+ NGOs).

- Brief: We wanted to capture the real people and work being done on the ground to further destigmatize mental health and drive awareness to our brand cause impact.

- Objectives: Collaborate with the WHO Foundation and BBC Storyworks to bring this concept to life via digital film.

Creative Idea: Show the real people and work on the ground in varying climates.

The series of films captures the essence of human experience through the lens of 3 diverse women, each a protagonist navigating the challenges of societal perceptions surrounding mental health.

As their narratives unfold, we explore how cultural norms intertwine with personal struggles, offering profound insights into the human condition. Through these gripping tales, we spotlight the transformative power of Maybelline's Brave Together initiative. Witness how this groundbreaking program works with local NGOs, forging potent alliances to combat the silent adversaries of anxiety and depression.

Strategy & Approach: Create a widely distributed docuseries allowing us to spread the message to young people worldwide that they are NOT alone in their mental health challenges. We therefore can continue to amplify free resources via the Maybelline Brave Together while further fostering our brand trust and connection.

Target Audience: Women 18-45 globally

Implementation: In the month of November, the Maybelline team went around the world, meeting with your NGOs and capturing footage in India, the US, and Japan. We partnered with BBC StoryWorks production team, but specifically with local crews & directors in each country to drive the authentic bridge between the subjects and the creatives.

Timeline: Shot November 2023, Live April 4th, 2024, Media push May 1st, 2024 (Mental Health Awareness Month). NYC Private Screening event + Panel Discussion May 2nd, 2024

Placement: BBC channels, WHO Foundation channels, Maybelline New York channels

Scale: Goal: 100million media impressions, 1 million social engagements, 2 million site impressions

Launching in Market May 1st, 2024.

Receive Brand Perception study on April 25th, 2024.