This work is relevant for Film because there was a clear opportunity to visibly show how the Maybelline brand cause is impacting real people all over the world. We ventured to countries with varying mental health climate to demonstrate how our global brand cause is making real, profound impact in local communities.

Specifically in the US, many students experience poor mental health, and navigating struggles like anxiety and depression while balancing studies and a social life can be overwhelming. Maybelline partnered with local NGO The Jed Foundation to develop a free training course empowering students to support each other.

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 Bindiya, 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.

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.

- 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.

Launching in Market May 1st, 2024.

Receive Brand Perception study on April 25th, 2024.