Philosophy’s new PSA is tapping into young consumers’ rising interest in mental health (as reported by Ypulse) by asking women one question: “How are you, really?” Initially, participants give typical fair-weather responses, but the “Really?” prompts them to open up about their unique struggles.

Philosophy’s new PSA is tapping into young consumers’ rising interest in mental health (as reported by Ypulse) by asking women one question: “How are you, really?” Initially, participants give typical fair-weather responses, but the “Really?” prompts them to open up about their unique struggles. To accompany the awareness-raising campaign, 100% of the proceeds from a new, limited edition Philosophy product will go towards mental health. Philosophy’s global SVP comments, “mindfulness and well-being have been a thread throughout the fabric of the brand.” (MediaPost)