the strategy

in a nutshell

Objective: 

Create a disruptive, buzz-worthy campaign that scales awareness and impact of Brave Together globally to further establish Maybelline NY as a brand that supports mental health and reach the goal of helping 3 million people get 1:1 support by 2025. 

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Problem: 

Today, 1 in 4 young people struggle with anxiety and depression. But, in many regions people who reprioritize their life to focus on mental health concerns can be considered weak, especially in communities where there is pressure to appear strong. 

                        
Insight:

Depression doesn’t always look like depression and anxiety doesn’t always look like anxiety. People don’t fake depression or anxiety; they fake being ok to avoid being seen as weak. What looks like strength may actually be a struggle. In tough times, people put on a brave face because of the social stigma around anxiety and depression. 

Strategy:

Put an end to the “strong friend” illusion and empower people to get real about their struggle by showing that things are not always what they seem. Ask people to remember to check in on those they care about without judgment and encourage even the “strongest” people to reach out for support when needed. 

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To Communicate:

 Seeking help for mental health is much braver than pretending to be ok. 

Idea: 

Maybe they're ok... Maybe it's not what it seems

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Maybe she’s born with it, maybe it's Maybelline – it’s a worldwide cultural phenomenon. From social media to SNL, it still got plenty of traction without any brand promotion for years. But in 2024, we gave the classic jingle a much bigger, more impactful meaning. Putting all physical references aside, we employed the famous phrase to drive home the meaning and purpose of Brave Together, helping Gen Z take the first steps toward getting mental health help.