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.
What's Driving This Trend
- Open Mental Health Conversations
- Brands can create campaigns that encourage friends and strangers to transform simple everyday pleasantries into opportunities for open and honest discussions regarding mental health.
- Normalization of Mental Health Conversations
- Brands can aim to normalize mental health conversations beyond the typical response of "I'm fine" by asking more thought-provoking questions.
- Mental Health Education Campaigns
- Brands can create campaigns that educate and raise awareness about women's mental health issues, while simultaneously donating a percentage of the proceeds to support these initiatives.
Who This Affects Most
- Beauty
- Beauty brands can launch campaigns that promote open mental health conversations while supporting mental health education initiatives.
- Education
- Educational institutions can collaborate with brands to launch campaigns that raise awareness and educate the public about mental health issues.
- Nonprofit
- Nonprofit organizations can partner with beauty brands to create fundraising campaigns that donate a portion of proceeds to support women's mental health education initiatives.
