Maybelline New York's purpose is to give everyone the self-confidence to express themselves. We know makeup can be a part of that, but the real work starts on the inside. In 2021, Maybelline launched Brave Together - a global brand cause with a mission to democratize support for mental health by making 1:1 professional help for anxiety and depression accessible to all – because no one should struggle alone. This work is relevant because this new docuseries showcases firsthand the powerful impact that Maybelline and its partner NGOs have had on democratizing mental health resources worldwide.

1 in 4 people are struggling with anxiety and depression right now. As the #1 makeup brand in the world with distribution in over 120 countries, Maybelline New York has the power and platform to make change from the inside out. That's why we launched Brave Together to make mental health support accessible to all, with a focus on funding local NGOs that deliver free, 1:1 support for those facing anxiety or depression.

Maybelline's global efforts to democratize mental health support are featured in a new mini-documentary series titled Healthier Together, produced by BBC StoryWorks Commercial Productions. The mini-documentary series aims to shed light on organizations making a significant impact on global health. In 3 separate Maybelline-dedicated films, the viewer observes the Brave Together impact in India, Japan, and the US, in which have significantly varying mental health climates.

The films highlight how we navigate cultural nuances while emphasizing the project's goals and achievements. Specifically, the films center on the lives of three individuals in different regions, each grappling with varying attitudes toward mental health, stigma, and access to resources. In India, we follow a Binidya, a tele-counselor for the local NGO helpline. In US, we follow Mia, a university student seeking peer support. In Japan, we follow Sakura, a struggling young women who's life has changed due to her NGO's resources. These diverse stories showcase the importance and relevance of mental health aid and the local intricacies necessary to make real impact.

- 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.

Maybelline New York's brand purpose is to give everyone self-confidence. We know makeup is a part of that, but the real work starts on the inside. In 2021, Maybelline launched Brave Together - a global brand cause with a mission to democratize support for mental health by making 1:1 professional help for anxiety and depression accessible to all – because no one should struggle alone.

The brand purpose inspired the work because there was a clear opportunity to visibly show how the Maybelline brand cause is impacting real people all over the world. Instead of a traditional advertisement or US-only initiative, we ventured to countries with varying mental health climate to demonstrate how our global brand cause is making real, profound impact in local communities.