Make Up Pro - Darkness into Light Resized

Make Up Pro Store, using its artistic right of expression, has designed a campaign image to mark this year’s World Mental Health Day (Wednesday 10 October) called “you are worth more than your darkness”. It is created in the hope to draw much needed focus to help those in the creative and wider community receive the support they are entitled to.

Created by founder of Make Up Pro Store and international makeup artist Paddy McGurgan, it has been designed in a bid to shine a spotlight on the growing levels of mental health issues within the creative and beauty sectors and the need for action as well as funding from Stormont. According to Action Mental Health, 1 in 5 adults in Northern Ireland will at some point in their life experience mental ill health.

Speaking on the campaign, Paddy McGurgan says: “As we scroll through pictures on social media we are often blind to how many of us battle with our own darkness. People forget that they are comparing their inner self with those that project their outer self on social media – generally an aggregated and inauthentic portrayal of reality.

“My rationale behind our Mental Health awareness image was to depict the two sides of the ‘selfie generation’; the one we portray in public and the side we keep hidden behind our social media veils.

“We work within an industry focused on making people look and feel better about themselves. Creating a makeup look is quite a personal experience. However, more and more clients are wanting to morph into their iconic screenshot instead of wanting the makeup applied to celebrate their unique and individual beauty.

This campaign is aimed at opening the conversation around mental wellbeing and the need for greater support, not only for creatives but the wider community.

Paddy adds: “Whilst many in the beauty industry prey on the insecurities of their social media followers for their own opportunism, I feel a sense of responsibility to use make-up not only creatively, but positively, and not adhere to a culture of acceptance on the quest to create a real-life filter. We are calling on everyone to reach out, speak out and Make Change Happen.

“I am also calling upon politicians to get back to work and extend the funding available for mental health. Together we can make change happen.”

Speaking on behalf of Action Mental Health, Jonathan Smyth, Fundraising and Communications Manager says, “The topic of Mental Health is huge right now. Funding from the health budget is around half of what it is in England and unfortunately there is a much higher need here in Northern Ireland. Sadly, we have the highest rate of suicide in the UK and Ireland. We support around 3,000 adults each year with a diagnosed mental illness and we reach out to over 20,000 children, young people and their carers each year to deliver emotional resilience and mental health awareness programmes. Having support from Make Up Pro Store, Paddy and his team is fantastic. It is all about creating platforms to have important conversations about mental health and this unique campaign from the makeup brand is the perfect opportunity.”

World Mental Health Day, recognised by The World Health Organisation, is on 10th October 2018 and Make Up Pro Store will be hosting a special charity demo night in Belfast on 25th October with all ticket sales going to charity. Tickets cost £10 and can be purchased instore or online by visiting


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