MAYBELLINE BRAVE TOGETHER
Make better day happen; hacking mental health with digital help.
As part of Brave Together, Maybelline’s mental health platform, we partnered with youth charity Ditch the Label — an organisation using smart digital tools to support young people when waiting lists feel endless and help feels out of reach.
We wanted to Make Better Days Happen by Hacking Mental Health with Digital Help, and knew we needed to speak directly to the people who needed it most. So instead of casting actors, we cast real people who’d used Ditch the Label’s services — six brilliant individuals who bravely shared their experiences with things like anxiety, online bullying, and finding support in unexpected places
We then worked with spoken word artist Dan Whitlam to weave their stories into something beautiful — a collective poem about struggle, strength and finding your way through. The result was a film that felt raw, real, and full of hope.
As part of the collaboration, Maybelline committed to funding over 17,500 hours of free 1-to-1 support, delivered by trained experts through Ditch the Label’s platform. For many young people, this kind of digital-first, judgement-free space can be a lifeline — especially when traditional routes to care feel inaccessible or out of reach.
Alongside the hero film, we captured the individual journeys of each cast member — giving them space to tell their story in their own words. These stories were shared across Instagram, YouTube and TikTok, creating a ripple effect of honesty, empathy and connection. And giving others permission to do the same.
