Maybelline New York has launched a new campaign focused on the role of family and friends in supporting people experiencing mental health challenges, expanding its global Brave Together program ahead of World Mental Health Day on Oct. 10.
The campaign, called “Together We’re Brave,” builds on a program that has helped more than four million people worldwide access free one-to-one support since its launch in 2020. The initiative aims to encourage people to recognize the needs of loved ones experiencing anxiety, depression and other mental health challenges, while also helping those providing support understand how they can assist.
Campaign broadens mental health focus
The new campaign features stories involving mothers and daughters, best friends and other pairs, emphasizing the importance of personal connections during mental health challenges. Maybelline said the initiative is intended to help people who want to support someone but may be uncertain about how to approach the situation.
The company is positioning the campaign around the idea that mental health challenges can affect not only the person experiencing them but also their support network. It aims to encourage open conversations and help people recognize when to seek assistance for themselves or someone they care about.
“At Maybelline New York, we know that mental health journeys are rarely traveled alone,” said Sandrine Jolly, Global Brand President, Maybelline New York. “With ‘Together We’re Brave,’ we’re expanding the conversation around mental health to also recognize the people who stand beside us during life’s most challenging moments. By sharing these stories, we hope to inspire more open conversations and remind people that it is brave to reach out, whether for yourself or someone you care about.”
The launch represents another component of the company’s broader mental health initiative, which includes partnerships with nonprofit organizations and funding for mental health programs in multiple countries.
Since 2020, Brave Together has supported partnerships with more than 45 nonprofit organizations across 37 countries and contributed nearly $10 million toward mental health initiatives globally, according to the company.
Maybelline said it intends to continue using the program to increase awareness, reduce stigma and help people access mental health support. The initiative provides one-to-one support, online educational resources and programming intended to encourage conversations about anxiety and depression.
Partnership with NAMI continues
As part of the latest campaign, Maybelline will continue working with the National Alliance on Mental Illness (NAMI) in the United States to raise awareness, expand access to resources and encourage discussions about mental health.
The partnership reflects the campaign’s emphasis on helping friends and family members respond when someone they care about is struggling, even when they are unsure what to say or do.
“When someone we care about is struggling, we may not always know the right thing to say – but showing up matters,” said Christine Crawford, M.D., chief medical officer at NAMI. “Listening without judgment, staying connected, and helping someone find support can make a real difference. Through our work with Maybelline New York and Brave Together, we’re reminding people that you don’t need to have all the answers to be there for someone you love.”
Maybelline introduced Brave Together in 2020 as a long-term program to support people experiencing anxiety and depression worldwide. The company has committed to donating $20 million over five years to global and local organizations through the initiative, according to its corporate information.
The program’s activities include one-to-one support, an online education hub and initiatives designed to reduce stigma surrounding mental health.
The “Together We’re Brave” campaign adds a focus on the people who provide informal support to those experiencing mental health challenges, encouraging them to stay connected and help loved ones find appropriate resources.
More information about Brave Together and access to free mental health resources is available at www.maybelline.com/bravetogether.
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