Brave together
CLIENT
Maybelline New York
PROBLEM
Brave Together has a global avg of 40% awareness but a look at specific markets reveals awareness of 70% in India but only 22% in the US.
INSIGHT
Mental-health support feels more approachable when it is framed through a trusted relationship rather than a clinical or institutional resource.
STRATEGY
Use intimate stories between people with genuine emotional bonds to demonstrate what support feels like, then connect that feeling to the hotline.
COMMUNICATE
1:1 mental health support is just a text away. Text TOGETHER to 741741 for support during any type of mental health crisis.
ROLE
CATEGORY
United States
Mental Health Hotline
Lead Strategist
MARKET