Maybelline spotlights Gen Z’s mental health with ‘Brave Together’ campaign for World Mental Health Day

Maybelline has launched a powerful campaign aimed at raising awareness about the impact of social media on Gen Z’s mental health.

The campaign is grounded in the statistic that 73% of Gen Z suffer from anxiety and depression, with many attributing their struggles to the time they spend on social media. Furthermore, 77% of young people feel pressure to maintain a certain appearance online, signifying the urgent need for conversations around the detrimental effect of social media on young people’s mental health.

As part of Maybelline’s ‘Brave Together’ initiative, the campaign coincides with World Mental Health Day (October 10th) and features a 90-second film, produced with the anti-bullying charity Ditch the Label. The film acknowledges both the positives and negatives of social media to create a “judgement free film”. The associate creative director at Nice and Serious, Lily Peters, explained that “the visceral nature of the film reveals the truth of many Gen Z, hopefully helping them feel seen, heard and safe in the knowledge there is support out there”.

With Gen Z at the centre of this campaign, the film demonstrates how social media can also be a tool for mental health support, especially as it is used by 40% of young people for advice.

Niki Lo, general manager for Maybelline UK & Ireland, added: “Maybelline has always believed in the power of making things happen in your life, and we know that mental health is critical in feeling ready to do that.”

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