Wellbeing Beauty Brand, Philosophy and Its Hope & Grace Initiative, Kick off Mental Health Month with “How Are You, Really?” PSA and National Campaign

The campaign is supported by a limited-edition product, an issue brief on the state of women’s mental health, and the announcement of Spring 2017 grant recipients.

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NEW YORK--()--In recognition of National Mental Health Month, Philosophy’s Hope & Grace Initiative supports women’s mental health by unveiling its first national campaign How Are You, Really?’ in order to create real conversation between those living with mental health issues and those who want to support them.

Approximately 1 in 5 adults in the U.S.—43.8 million—experiences mental illness in a given year.* Simultaneously, 91% of the U.S. general population agree that they would want a family member or friend to tell them if they were suffering from depression.** The ‘How Are You, Really?’ campaign and public service announcement (PSA) engages real women with that simple question, to open up a thought-provoking dialogue illustrating how the stigma that is often associated with mental health can be replaced with hope and optimism. These conversations help bridge the gap between the people who live with mental illness and their friends and family.

“This campaign defines the Hope & Grace Initiative’s mental health-related purpose,” said Marie-Pierre Stark-Flora, Global SVP of Philosophy and Hope & Grace Fund Advisory Board member. “We all have mental health, whether a diagnosed mental illness or a moment in your life, so asking ‘how are you, really?’ creates a platform to open up about how we’re really doing – what we’re really feeling. Speaking freely is ultimately the first step in healing. The Hope & Grace Initiative is just helping facilitate the conversation to get there.”

By being asked “How Are You, Really?,” everyone can respond when a platform of support is laid, allowing those living with mental health issues to open up about how they’re really feeling. One conversation at a time, the Hope & Grace Initiative is inviting people to help eliminate the stigma that surrounds women’s mental health.

In partnership with ad agency Badger & Winters, the Hope & Grace Initiative’s ‘How Are You Really’ PSA features real individuals being heard, being seen, being honest, and letting down their defenses. The concept focuses on the breadth of the human experience, and creates connections between participants and viewers.

PSA Director, Kat Keene Hogue drew her inspiration from her fascination with people and the hidden emotions we all carry as we move through the world. In the PSA, Kat interviewed over a dozen strangers on the street with the goal of getting below the surface. When asked, "how are you, really?" the subjects share intensely personal experiences they're grappling with, and, in the process, prove how just one conversation can help someone who is persevering in silence discover a feeling of hope.

“I love the concept for this film because it's so simple. It reminds us how easy it is to send someone, whether a stranger or a lifelong friend, towards a more hopeful day,” says Kat.

Additionally, in support of National Mental Health Month, the Hope & Grace Initiative is launching an exclusive limited-edition product, releasing its first-ever issue brief on the state of women’s mental health, announcing its Spring 2017 grant recipients and the Empire State building will light up in green on May 1, in support.

The Limited-Edition Product

In partnership with Project 1 in 4, a creative organization dedicated to erasing the stigma surrounding mental health, Philosophy has re-imagined the look of its beloved Amazing Grace Body Emulsion with a limited-edition package featuring an illustration from Project 1 in 4 founder, Marissa Betley.

"It has been an honor and thrill to partner with Philosophy in advancing their Hope & Grace Initiative,” said Marissa. “This year's campaign beautifully captures how vulnerability and support go hand in hand in fighting mental health stigma. It truly has the power to change lives."

Available exclusively on Philosophy.com and the Philosophy concept store at Garden State Plaza, NJ, 100% of net proceeds from the sale of this limited-edition item will be donated to the Hope & Grace Fund.

Women and Mental Health Issue Brief

The Hope & Grace Fund contracted Arabella Advisors, a philanthropy consulting firm, to explore how the philanthropic sector views women’s mental health, why it does or does not invest in it, and the opportunities to improve the mental health of American women. Arabella Advisors conducted research by interviewing 18 stakeholders, including foundation staff members, policy influencers, and researchers to develop a forward-thinking paper.

Among other findings, the brief explains how:

  • Women’s mental health and wellbeing have traditionally received insufficient attention from the health care field, from government, and from philanthropy. This has created a gap that needs to be filled if we hope to see progress on numerous intersecting issues, from women’s rights to health care to education.
  • Funders have an enormous opportunity to drive innovations and advancements in the field by providing catalytic resources, shining a light on the critical issues at stake, and encouraging those in other fields to take action. These impacts will start with women but extend to the children, families, and communities that depend upon them—including, crucially, economically challenged communities and communities of color.
  • Many funders can increase their impact on this front simply by considering how existing programs could include efforts to improve women’s mental health. Beyond grant making, philanthropy can also foster innovative models through cutting-edge impact investment vehicles, support advocacy, and the creation of networks and collaboratives that can take effective action.

Detailed findings can be found here.

The Grants

Philosophy is pleased to announce the Hope & Grace Fund’s Spring 2017 grant recipients. The execution of grants to this round of grantees brings the total grant donations by Hope & Grace fund to more than 3 million dollars to 48 organizations across the United States, since its inception just three years ago. This round, there was a strong focus by the advisory board to fund organizations dedicated to services for young women aged 18-30, a demographic that is specifically vulnerable to mental health issues. Find a full list of the Spring grantees here.

Join the Hope & Grace Initiative in asking ‘How Are You Really?’ and join the conversation on social using hashtag #HowAreYouReally.

Hope & Grace Fund

The Hope & Grace Fund, a project of the New Venture Fund, represents an unprecedented and unending commitment by philosophy to support women’s mental health and wellbeing. With the initiative, philosophy becomes the first company to place a focus on this important cause and the first major beauty company to make a brand-wide commitment to dedicate 1% of its U.S. net sales toward the cause. Founded in 1996, philosophy is part of coty inc., and is headquartered in New York. Follow us on twitter/instagram: @lovephilosophy; facebook.com/philosophy.

Philosophy

We are a mindful beauty brand that believes beauty is more than skin deep. We marry science with inspiration so that our life-enriching products help you look and feel your best, and confidently seize each day. We passionately celebrate the human spirit and graciously give back to our communities.

Badger & Winters

Badger & Winters is an advertising, branding and design agency specializing in creating motional connections with women. We believe innovation is empathy. For the past 20 years it has worked with companies such as Armani, Chanel, Diane Von Furstenberg, Dick's Sporting Goods, Godiva, MetLife, Nordstrom, P&G, Peloton, Pepsico, and Vera Wang. For more information please visit badgerandwinters.com.

Project 1 in 4

Project 1 in 4 is a creative organization that illustrates real-life stories about mental health struggles and triumphs to create empathy and connection with others, erase stigma, bring hope and promote wellness.

Arabella Advisors

Arabella Advisors partners with a wide range of clients to help them achieve their impact goals. From social entrepreneurs and families to impact investors, corporations, and many of the world’s largest foundations, we enable people to accomplish philanthropic missions.

New Venture Fund

The New Venture Fund, a 501(c)(3) public charity, supports innovative and effective public interest projects. It was established in 2006 in response to demand from leading philanthropists for an efficient, cost-effective, and time-saving platform to launch and operate charitable projects. We execute a range of donor-driven public interest projects in conservation, global health, public policy, international development, education, disaster recovery, and the arts.

 
Citations
   

National Alliance on Mental Illness (NAMI). (2015) retrieved from http://www.nami.org/learn-more/mental-health-by-the-numbers*

Conducted by Harris Interactive on behalf of National Alliance on Mental Illness (NAMI). (2009) retrieved from http://www.nami.org/getattachment/About-NAMI/Publications/Surveys/NAMIDepressionReportFINAL.pdf **

Contacts

Media:
Philosophy
Tiffani Carter-Thompson, 212.389.6905
Tiffani_Carter@cotyinc.com
or
Philosophy
Erin Kelly, 212.389.7089
Erin_Kelly@cotyinc.com

Release Summary

In recognition of National Mental Health Month, Philosophy’s Hope & Grace Initiative supports women’s mental health by unveiling its first national campaign ‘How Are You, Really?’

Contacts

Media:
Philosophy
Tiffani Carter-Thompson, 212.389.6905
Tiffani_Carter@cotyinc.com
or
Philosophy
Erin Kelly, 212.389.7089
Erin_Kelly@cotyinc.com