Cosmetics brand Maybelline is shining a spotlight on young people’s split relationship between social media and mental health with a powerful new campaign.
Developed by London-based agency Nice and Serious, the work is informed by the insight that a shocking 73% of Gen z suffer with anxiety and depression, with these feelings exacerbated by the increased amount of time they spend on social media.
Forming part of Maybelline’s ‘Brave Together’ initiative, the work aims to empower young people by making mental health support more accessible than ever. The importance of this is underlined by the fact that 77% of Gen Z feeling pressure on social media to look good.
Coinciding with World Mental Health Day (10 October), the brand’s creative is centred around a 90-second hero film which was devised by Ditch the Label in a bid to reset young people’s relationship with social media.
“Collaborating with the target audience, it became clear that we needed to create a judgement-free film,” said Nice and Serious associate creative director, Lily Peters.
“One that wouldn’t label heavy social media activity as bad per se, but plays out the familiar two-sided story.”
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“Part of this was including a nod to the value of self-connection, something many felt they lost in the thick of socials. As the piece evolved, we consulted our council to make sure it felt true to their lives from locations to messaging style.”
She continued: “To convey this complex narrative concisely, we went deep into the world of one character, showing the emotional contrast created by how they engage with social media. 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.”
Crafting directly with the insight of 16-24 year-olds, Nice and Serious illustrates how social media can also be a tool for good, with as many as 40% of young people using it to source mental health advice.
Maybelline New York UK and Ireland general manager, Niki Lo 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.
“We’re thrilled to partner with Ditch the Label and Nice and Serious on our 2024 Brave Together initiative, to use the power of Maybelline to drive this conversation, and make mental health support free and easily accessible to young people.”
