Skin Proud has launched a campaign for Mental Health Awareness Month which highlights the positive mental health benefits of the concept ‘paying it forward’.
The initiative – where people repay a random act of kindness by doing a good deed for someone else – currently has 2.7 billion views on video sharing platform TikTok.
The Gen Z skin care brand is collaborating with Zachery Dereniowski on the Pay It Forward For a Brighter Future campaign – a TikTok creator who captures these moments of kindness in his content.
Dereniowski will work with the brand to create social content that raises awareness of the campaign and encourages people to take part.
Those who show kindness and concern for others have a 23% lower level of the cortisol stress hormone compared to the average population, reported non-profit health care system CentraCare Health.
Skin Proud is championing youth organisations that are doing “important work for Gen Z in the mental health space” on its social media channels too.
It is also encouraging its Gen Z community to donate to its Brighter Future Fundraiser while also nominating a youth mental health charity who deserves the funding.
The voting poll will be open until the end of the month, with all the proceeds going to the charity who receives the most votes.
“We are proud to be continuing to raise awareness on mental health, championing charities' important work while supporting Gen Zs,” said Nora Zukauskaite, Global Marketing Director at Skin Proud.
“Mental Health Awareness Month is an important month to highlight and create a positive conversation across the month of May and beyond.
“This year we want to put our Proud community at the centre of our campaign with our first community-led approach to give our followers the opportunity to have their say.”