Maybelline and Wattpad have launched their second annual Brave Together campaign in honor of Mental Health Awareness Month. 

Through a series of writing prompts pertaining to the subject of self care, the campaign seeks to attract awareness to the shared mental health struggles of individuals worldwide, encouraging participants and members of the Wattpad community at large to not suffer in silence.  

The campaign will run through the month of May, with one writing prompt being released each week. For every story submission, Maybelline will donate $1 to organizations that support mental health including the Sad Girls Club, The Jed Foundation, The Ali Forney Center and The Loveland Foundation, as much as $10,000 each. 

Said Jessie Feinstein, senior vice chairman of U.S. marketing at Maybelline, “Wattpad draws such a novel audience since it gets not only the extrovert who desires to be seen and is at all times posting on social media — it also gets someone who’s more introverted, and someone who might struggle with mental health.” 

As a part of the campaign, Wattpad and Maybelline will host a virtual panel of Wattpad authors on May 19 called Wattpad Speaks: Getting Creative With Self Care, moderated by creator of the romantic drama series, “After,” Anna Todd, who wrote the primary book on Wattpad from her iPhone in 2013. 

“Wattpad has definitely been the vehicle for my writing profession,” Todd said. Having experienced anxiety firsthand, especially upon the outset of her writing profession, Todd makes a conscious effort to represent such struggles in her books, aiming to offer for readers the identical protected space and solace she herself present in Wattpad when she first stumbled upon the platform in 2012. 

“I would like to focus so much on mental health, because I feel like we’ve all been on a journey ​​— I feel like everyone near me has type of undergone the identical thing, but we didn’t really tell one another until afterward, after which we were, like, ‘Wait — you too?’” Todd said. 

Todd can be joined by authors Sondi Warner, Meghan Joyce Tozer and Kassandra Tate on the panel, where they may discuss how creativity generally is a vehicle for self care.

Through the Brave Together campaign, Maybelline goals to donate $10 million to organizations that support mental health by 2025.

Last 12 months’s campaign was “probably the most actively participated in competition Maybelline has ever done,” said Claire Buxton, assistant vice chairman of brand name communications at Maybelline. 

Generating 37,000 story entries and greater than 84 million social media impressions, the campaign raised $35,000 for mental health and LGBTQ charities in 2021, and was a Bronze Honoree within the category of User-Generated Content on the 14th annual Shorty Awards. 

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