Campaign details

Brand: Mind
Lead 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 per month for an efficient ROI.

Mind built engagement using social channels that were favourites of the audience, particularly for shopping.

Creativity

The product - Pause - needed to feel like a premium lifestyle offer giving value to supporters, while balancing with the sensitivities of mental health messaging.