There are very many conversations about the negative effects of social media on Gen Z, but for these young people, social media is also an easy to tap into platform for sourcing mental health advice and counselling. Studies of anxiety and depression among Gen Z have resulted in statistics ranging from 58 -73% – all alarming. The Butterfly Foundation’s study in Australia found that 90% of teenagers have some concern about their body image and 70% said they have experienced appearance-related teasing. Another study suggests that 77% of young people pressure to maintain a certain appearance online.
Then, 40% of young people look to social media for mental health resources.
Maybelline and agency, Nice and Serious, have featured both these positive and negative aspects of social media in their campaign, Reconnect with You, for anti-bullying charity, Ditch the Label. The woman protagonist shows both the positive and negative influences of social media on screen at the same time. The campaignis part of Maybelline’s Brave Together initiative, and coincided with World Mental Health Day on October 10th. It features a 90-second judgement-free film, in which social media features as a cause of anguish and also a tool for mental heal support.
Nice and Serious brought together a team of 16-24-year-olds to provide insight and input into creative decisions and production company, Spindle, to shoot the film on 35mm for a less polished look that helps it to feel authentic.
It both encourages young people to think about how their online habits make them feel and to use Ditch the Label’s online service to seek support if they need it.
