Nearly two thirds of women over 50 say they’ve struggled with their mental wellbeing since reaching this age milestone, but 87% of them admit to hiding it. Our new PR campaign for the British Association for Counselling and Psychotherapy (BACP) warns of an ‘epidemic of silence’ driven by a generational tendency to keep a ‘stiff upper lip’.

To encourage women in midlife to speak openly and seek support, Kindred worked with BACP to launch the No More Stiff Upper Lip Collection – four shades of lipstick, with names including Heard and Resilient to highlight how therapy can make you feel. The campaign features portraits shot by Rankin, showcasing women who have benefited from therapy in a bid to inspire others, alongside campaign ambassador Lorraine Pascale, who shares her own experience of accessing professional support.

This purpose-led campaign has landed brilliantly, with coverage including a segment on the BBC Breakfast sofa, the Guardian and The Times, and interviews on BBC Radio London – with lots more coverage to come.

Read more about the campaign launch here.