Philosophy Is Making An Important Statement With Its Latest Campaign

In 2014, Philosophy launched its Hope & Grace Initiative to break down the stigma around mental illnesses, especially toward women. And this year, the cult-favorite skin-care brand has decided to amp up its efforts on the subject with a national campaign and PSA that is sure to spark a conversation. Introducing: “How Are You, Really?”
Because May is officially Mental Health Awareness Month, brands everywhere — even Instagram — are doing what they can this month to get the important message out there. And the efforts are more necessary than you might think. Think about it: How often have you asked someone, “How are you?” without really wanting to know the answer, or the intention to respond outside of routine politeness? That's what we thought.
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Philosophy wants to change that, and turn the question into an honest conversation. Check out the campaign in its entirety, below.
Even better, Philosophy is donating 100% of proceeds (!) to mental health organizations that support and fund women’s mental health education and treatment for every purchase of its limited-edition Amazing Grace Firming Body Lotion. (For every other product purchase from the brand during the month of May, 1% of sales will be donated.) To state the obvious, that's huge.
Want to get involved? Share the video with your friends and family. Ask someone — in person or online — how they are, really. Tag #hopeandgrace and #howareyoureally on your posts all month long to get the message across. Because sharing is caring, and asking a simple question isn't that hard.
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