Mind: Pause for Mind

Mind, a mental health charity, encouraged more donations across the UK by launching Pause, a subscription box service that provides recipients with a monthly moment of me-time.

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...

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