Wattpad and Maybelline New York Join Forces To Be #BraveTogether for Mental Health Awareness Month

 The second annual campaign in support of mental health awareness encourages people to share their stories of bravery in the face of personal challenges

As part of the campaign, superstar author, entrepreneur, and film producer Anna Todd will moderate a virtual #WattpadSpeaks panel on May 19 about Getting Creative with Self-Care

TORONTO & NEW YORK–(BUSINESS WIRE)–Maybelline New York, the world’s leading cosmetics brand, and Wattpad, the global entertainment company and leading web novel platform, today announced the second annual #BraveTogether campaign. The campaign invites Wattpad’s massive Gen Z community to elevate and celebrate stories of bravery, empathy, and support in the face of mental health issues.

Throughout Mental Health Awareness Month in May, Maybelline and Wattpad will host a series of writing prompts for the Wattpad community, inviting writers to share a short story about self-care and showing support to others. For every story submitted as part of the #BraveTogether writing prompt on Wattpad, Maybelline will donate $1 to organizations that support mental health. The campaign will provide donations of up to $10,000 to each of the Sad Girls Club, The Jed Foundation, The Ali Forney Center, and The Loveland Foundation.

As part of the campaign, on May 19, Wattpad and Maybelline will host #WattpadSpeaks: Getting Creative with Self-Care. The intimate virtual event will bring together a group of Wattpad authors to discuss mental health, self-care, and writing. Moderated by bestselling author, entrepreneur, and film producer Anna Todd–author of the global Wattpad and publishing sensation After and founder of Frayed Pages x Wattpad Books–in conversation with Meghan Joyce Tozer (@EmilyLindin/ Night, Forgotten), Sondi Warner (@Sondi_Is_On/ Lead Me Astray), and Kassandra Tate (@famouxx/ The Famoux), the event will explore using creativity as self-care.

“What makes Wattpad unique is the sense of community that the platform fosters,” said Jessie Feinstein, SVP US Marketing, Maybelline. “After an incredible partnership in 2021, we’re proud to work with Wattpad again to share a message of positivity and resilience in the face of challenges. We want everyone to know that community helps us all be #BraveTogether.”

“It’s no secret that people around the world are struggling with a host of mental health challenges,” said Wattpad President Jeanne Lam. “Creativity and community are at the core of what Wattpad offers users. Every day, diverse readers and writers around the world connect over stories that give them a sense of joy, connection, and community on our platform. We’re thrilled to work with a brand like Maybelline to support mental health and share a message about how we can all be #BraveTogether.”

The 2022 #BraveTogether campaign extends a 2021 initiative from Wattpad and Maybelline. Last year’s campaign also invited users to share stories around personal courage and bravery to break the stigma around mental health struggles. Together, Wattpad and Maybelline raised $35,000 for mental health and LGBTQ+ charities in 2021, generating 37,000 story entries and 84M social media impressions in support of mental health. The campaign was a Bronze Honoree in the 14th Annual Shorty Awards in the “Best User Generated Content” category.

For more information on the #BraveTogether campaign, visit www.maybelline.com/bravetogether.

About Wattpad

Wattpad’s vision is to entertain and connect the world through stories. A leading social storytelling platform and home to a community of more than 94 million people who spend over 23 billion minutes a month engaged in original stories, Wattpad has democratized storytelling for a new generation of diverse Gen Z writers and their fans. Alongside Wattpad WEBTOON Studios, the company’s TV, film, and publishing counterparts, Wattpad combines art and science to unearth incredible stories and cultivate the fandoms driving the future of entertainment. The company is proudly based in Toronto, Canada.

About Maybelline New York

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York’s mission is to offer innovative, accessible, and effortless cosmetics for all. In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression and help everyone, everywhere to bravely take on their world. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $10 million over the next five years to global and local organizations. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether.


Lauren Hopkinson


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