Skin Proud launch campaign for mental health awareness month
Gen Z cult skincare brand Skin Proud have launches a community led ‘Pay It Forward For a Brighter Future’ campaign for Mental Health Awareness Month.
Studies show that people who show kindness and concern for others had a 23% lower level of the cortisol stress hormone, compared to the average population. That’s why the brand say, this Mental Health Awareness Month, they are committed to supporting our community.
With youth support resources readily available now more than ever, Gen Z is the most educated generation when it comes to mental health, but why are they classified as ‘The Sad Generation’? While people of all ages encounter many of the same stressors as generations before them, many Gen-Zs experience a more intense version of them given their exposure to news and social media outlets, living through a global pandemic, economic downturn and global conflict that exist today.
This Mental Health Awareness Month, Skin Proud wants to shift the focus to positivity and kindness by highlighting the positive mental health benefits of paying it forward, a concept which has become increasingly popular on TikTok and has received over 2.7B views. The campaign kicked off on 28th April, World Pay It Forward Day, and the campaign will continuing throughout the month of May to align with Mental Health Awareness Month.
The brand will be using their social platforms to champion youth Mental Health organisations who are doing important work for Gen Z in the mental health space, bringing their missions to the forefront of the conversations with our community and celebrating their efforts.
Skin Proud will also be partnering with leading Pay it Forward TikTok creator, Zachery Dereniowski to create TikTok content highlighting the positive mental health benefits of paying it forward and to build further awareness of the campaign across the Gen Z loved, TikTok to spread the important pay it forward message.
To spread the importantance of taking time for relaxation and selfcare and the benefits of achieving brighter, healthier and more radiant looking skin, Skin Proud will be heroing the Proud to Brighten Duo, Bright Eye and Bright Boost.
“At Skin Proud we are proud to be continuing raising awareness on mental health, championing charities’ important work whilst supporting Gen Zs and our community. Mental Health Awareness Month is an important month to highlight and create a positive conversation across the month of May and beyond. This year we want to put our Proud community at the centre of our campaign with our first community led approach to give our Proud community the opportunity to have their say. We know that Gen Zs are the most educated generation and resonate with brands that are partnering with their community and driving important social causes.” – Nora Zukauskaite, Global Marketing Director at Skin Proud.
The Pay It Forward For A Brighter Future campaign is the latest purpose-driven campaign from the I am Proud family that addresses social justice. It follows the success of Skin Proud’s January 2022 Veganuary “Cowfunding” campaign, which saw 50% of profits donated to Animal Equality and May 2022 Mental Health Awareness campaign, which saw 10% of profits donated to Sad Girls Club and the launch of the world’s first skin positivity Twitter bot.
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