As more consumers worldwide look to brands to give back or adopt socially responsible strategies, Maybelline New York has partnered with ReachOut, Australia’s most accessed digital mental health service for young people.
A record 3.6 million people sought support from the ReachOut site in 2020. The move is part of the power brand’s broader global mental health platform – Brave Together – which aims to support the mental health of younger people by raising $10 million and encouraging one million conversations over the next five years.
Such initiatives are much needed. According to research, one in four people aged 14 to 25 have a mental health difficulty and suicide is the leading cause of death among young Australians in this age group.
Half of young people turn to the Internet for help during tough times in their lives. For example, more than 2.9 million people visited ReachOut.com during the summer bushfires and beginning of the Covid-19 pandemic in 2019/20.
As the largest cosmetic brand both globally and in Australia, we uphold a responsibility to support the youth of today, says Alexandra Shadbolt, Marketing Director for Maybelline New York in Australia.
“Mental health is unfortunately an incredibly taboo topic and through our Brave Together platform, Maybelline New York seeks to normalise the conversation around mental illness. We are incredibly proud to partner with ReachOut – a trusted organisation that has accumulated over 21 years experience in supporting the mental health of young people in Australia”.
Local brand ambassadors for the Brave Together platform are: Brooke Blurton, reality star and mental health advocate, AJ Clementine, LGBTQI+ advocate, model and content creator, Dom Skii, racial equality makeup artist and Olivia Anderson, entrepreneur, blogger and social personality.
For more information on the Brave Together platform and to view support tools, go to: www.maybelline.com.au/bravetogether.
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