Maybelline New York Showcases Split Relationships Between Social Media and Mental Health

Spotlighting young people’s split relationship between social media and mental health, Maybelline New York’s Brave Together Initiative and Ditch the Label launch campaign ‘Reconnect With You’. 

A shocking 73% of gen Z struggle with anxiety and depression. This is exacerbated by an increased amount of time on social media, with 77% of gen Z feeling pressure on social media to look good. While the correlation between social media scrolling hours and self esteem runs negative, for 40% of young people these platforms provide a positive influence by doubling up as spaces to source mental health advice.

Maybelline’s Brave Together initiative aims to empower young people by making mental health support more accessible than ever. To mark World Mental Health Day, their latest campaign film ‘Reconnect With You’ promotes their youth charity partner, Ditch the Label – the internet’s safe space to go for support when social media stops feeling good. 

Creative agency Nice and Serious developed the campaign with Maybelline, assembling a team of 16-24 year olds to provide insight and input into creative decisions - allowing deeper insight about the dual power of social media. The film spotlights the split relationship young people have with social media, showing one character playing both the positive and negative influences of social media on screen at the same time. ‘Reconnect With You’ encourages people to examine how their own social media habits make them feel and seek support via Ditch the Label when they need it. 

Nice and Serious partnered with production house Spindle to bring the film to life. Moving away from a glossy digital camera production, the film was shot on 35mm to create a grainer, less polished finish, adding another layer of authenticity. 

Lily Peters, associate creative director at Nice and Serious, said, “Collaborating with our Creative Council, it became clear that we needed to create a judgement-free film. One that wouldn’t label heavy social media activity as bad per se, but plays out the familiar two-sided story. Part of this was including a nod to the value of self-connection, something many felt they lost in the thick of socials. As the piece evolved, we consulted our council to make sure it felt true to their lives from locations to messaging style. To convey this complex narrative concisely, we went deep into the world of one character, showing the emotional contrast created by how they engage with social media. The visceral nature of the film reveals the truth of many gen Z, hopefully helping them feel seen, heard and safe in the knowledge there is support out there.”