Maybelline mines the social paradox

Today being a time we should be mindful of the travails of the mind, Maybelline New York's Brave Together project, created with agency Nice and Serious, reveals the shocking statistic that 73 per cent of Gen Z struggle with anxiety and depression. 

Numerous studies have shown that this is exacerbated by social media, with 77 per cent of Gen Z feeling unbearable pressure to look good online. However, it is also an easy platform for sourcing mental health advice and counselling. 

Directed by Molly Burdett, through Spindle the campaign film promotes Brave Together’s global youth charity partner, Ditch the Label – which can offer help when scrolling goes bad. 

Titled Reconnect With You, it cleverly depicts the dual nature of social media via the story of a young woman literally split between connection and disconnection, public smiles and private tears and the social and anti-social anomaly of digital interactions. 

Nice and Serious and Maybelline worked with a team of 16-24 year olds who provided insight and creative input to enable an authentic representation of the issues.