Our brief was to create a compelling, inspiring and memorable Christmas appeal that talked passionately and confidently about the tangible changes Mind supporters can make to people’s lives through their donations. Because Mind wanted to tell a personal story, they put out a request on social media for anyone who had experienced mental health problems to share their thoughts about Christmas. This is how we found Caitlin.
Our solution was an integrated campaign utilising print, online, social and a presence in Mind’s shops. By focusing on Caitlin’s story – powerfully communicated through an honest and emotive story and compelling diary extracts – we demonstrated the direct and personal impact of Mind’s work. From this starting point, we educated supporters of Mind’s range of services and highlighted the need for their continued support. The direct mail pack included Caitlin’s own charming Christmas card designs as a tangible, personal thank you to supporters, whilst an invitation to send a Christmas message to people with mental health problems engaged them further. Retail materials and digital advertising demonstrated that key messages could flex across audiences and channels.