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The four-time Grand Slam tennis champion and mental health advocate will star in a new campaign that launches on World Mental Health Day.
October 10, 2024
By: Lianna Albrizio
Associate Editor
In honor of World Mental Health Day on Oct. 10, Maybelline New York wants to maximize its mental health impact through a new partnership with tennis champion and mental health advocate, Naomi Osaka.
As the brand’s first Brave Together global ambassador, Osaka will lend her voice and first-hand connection to the mental health program, joining Maybelline on its mission to make one-to-one support for anxiety and depression accessible to all.
Since 2020, Maybelline New York has driven conversations surrounding mental health on a global scale through its Brave Together program, by funding free, one-to-one support for 1.65 million people in 34 countries. With the goal of helping 10 million people and donating $20 million to local NGOs by 2030, the partnership with Osaka will bolster the brand’s mission and help reach even more people, officials said.
“Taking care of your mental health is just as important as taking care of your physical health and yet taking the leap to get help can feel intimidating,” said Osaka. “That is why I’m excited to partner with Maybelline New York to support the Brave Together program and help those facing anxiety and depression. I want everyone to know they are not alone.”
Osaka will star in a new creative campaign, which launches on World Mental Health Day, where she will amplify her voice on a global scale. The campaign takes a “magical realism” approach, showcasing Osaka as she uses her tennis skills for positive impact, with the goal to empower young people everywhere to be brave and ask for help.
“At Maybelline New York, we have always believed in the power of making things happen in your life and Naomi Osaka is the epitome of this ethos, chasing her dreams both on and off the court,” said Trisha Ayyagari, global brand president, Maybelline New York. “As an advocate for the destigmatization of mental health conversations, Naomi has so bravely shared her personal journey, inspiring others to do the same. We are proud of our Brave Together work and look forward to this next chapter with Naomi Osaka, helping others be brave.”
Watch the campaign video here:
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