We’re not ok.
Two years into the pandemic, the UK’s mental health was at breaking point – and leading mental health charity Mind needed to respond. To help them do it, I created this appeal, which became their best performing Christmas campaign ever.
With the need for their support services higher than ever, but with the cost-of-living crisis meaning people were giving less, Mind needed something bold.
So we got personal. Based on research with people from across the UK whose mental health had plummeted during the pandemic, our appeal spoke to the trauma so many of us were carrying.
I conducted first-hand interviews with people whose mental health was struggling.
We heard from people who had lost loved ones, people who had been made redundant. People who had been through hell on the frontline. People whose long-standing mental health conditions had deteriorated dangerously.
The appeal stretched across social, press, direct mail, and paid digital. We united the whole of Mind around a single message.
We told Mind’s audience that there is a solution to this crisis: we understand you, we see you, and together, we can fix this. And the results were incredible.
We smashed targets across the board, but our digital work was staggering, delivering more than six times as much income as predicted – and, with 13 million impressions, started a national conversation.
