As the most recent iteration of its Hope & Grace initiate, beauty brand Philosophy, launched its "How Are You, Really" campaign, a project which encourages friends and strangers to transform simple everyday pleasantries, into an opportunity for open and honest discussions regarding mental health.
In the promotional ad, the brand aimed to normalize the mental health conversation by asking New Yorkers "How are you, really?" a prompt which encouraged a more honest and open discussion, rather than a typical response of "I'm fine." After being asked the more thought provoking question, the individuals revealed that they were stressed, unhappy or scared for the future with admissions of emotions that were both honest and inspiring.
In addition to the video campaign, the beauty brand will be donating 100% of the proceeds from its Amazing Grace Firming Body Lotion, to support women’s mental health education.