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.

NEW YORK–(BUSINESS WIRE)–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,
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
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
, 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.


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.


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


Tiffani Carter-Thompson, 212.389.6905
Kelly, 212.389.7089