Campaign details
Brand: MindLead agency: Open Creates
Campaign Overview
With mental health making headlines, Mind wanted a new way to recruit regular supporters to help deliver its work.
Strategy
Mind was reliant on supporters close to the cause but required change to stay relevant in a crowded market.
Insight showed the target under 55 female audience were awake to mental health issues But they also positively engage with brands like Birchbox.
This prompted a new product that could offer little moments of happiness in return for a small donation.
The price was set at an accessible £7.50...