A bold campaign platform fighting to ensure no mind is left behind
CLIENT: Mind
PROJECT: No Mind Left Behind
Mind wanted to develop a fresh new approach to their two largest campaigning moments: Mental Health Awareness Week and World Mental Health Day.
Moments such as these are flooded with comms from across the mental health sector, and far beyond. It can be hard to find something unique to say.
We realised that Mind have a powerful difference - their ambition to reach those who are often excluded from mental health support through no fault of their own - young people, minority ethnic groups and those in poverty. We found their commitment to social justice inspiring.
And not only does Mind have this ambition, but their stretch and breadth across the UK mean that they’re the only mental health charity that can really hope to reach everyone.
So, we developed a compelling campaign platform to bring this thought to life:
No Mind Left Behind.
Our platform took off! It’s a powerful rallying cry, calling on everyone to raise awareness and vital funds for a future where we can all get quality mental health care when we need it.
Launching during Mental Health Awareness Week in May, the campaign has since been embraced across the organisation, up and down the country.
We developed campaigns for each of the moments, including social assets, posters, internal assets and assets for the Mind website.
We also captured the stories of India, Kayleigh and Gavin that demonstrated Mind’s impact and were used across the campaign, including fundraising activity across both Individual Giving and In Memory.
Mind shops received materials, media coverage was secured and celebs posted to support the campaign.
The platform has also been used across corporate partnerships including Tesco, Cadbury and Netflix - it’s even made it to the Piccadilly Lights - and the No Mind Left Behind pin badge sold out!
