Client research
The charity was founded in 1946 as the National Association for Mental Health but was renamed Mind in 1990's. As of right now the charity has been running for 75 years and is currently run by Stephen Fry.
Mind are there to aid those struggling with their mental health and to empower them to get the help they need. They make it clear this is something they're very passionate about and will do everything in their power to help others as any good charity should.
Mind being a charity relies on donations to both pay the workers and to fund the charity altogether and one thing that helps to get more donations is the support they get from well known people. Getting support from celebrities is very helpful because if people see that someone they are a fan of is supporting a certain thing whether it be a charity or otherwise they're more likely to invest time and money into it. They also have charity shops across the country that sell clothes, jewelry etc.
Another way in which Mind gain traction and help more people is through their campaigns. They have done a number of campaign over the years such as 'Taking care of business', 'In the red', 'Our lives, our choices' and 'Time to change' just to name a few.
The 'Taking care of business' campaign was made to make work forces aware of the amount of stress their workers are going through and to provide resources for those people. Businesses rely on their staff being productive and if the staff is experiencing an extreme amount of stress they are less likely to be productive.
Mind gave a list of low cost actions that can help to tackle the issue of stress in the workplace including; making sure work environments are suitable for the tasks at hand, setting reasonable deadlines and having regular catch ups to see how employees are doing and if there is anything they may need help facing and this is just a few of the many solutions they gave.
This campaign makes it clear that Mind cares about everyone and wants to help everyone.
Another very important campaign is the 'Time to Change' campaign. This is a very recent campaign that only closed on March 1st of 2021 and it is a collaborative campaign between Mind and Rethink Mental Health which is another well known mental health charity that does a lot of amazing work,
The 'time to change' campaign was created with the intention of lowering the amount of discrimination and stigma surrounding mental health. People who have previously struggled with their mental health were recruited to help come up with marketing strategies. Some of these recruits, known as 'champions', even went on television to discuss this stigma and the effects it can have on people who are struggling along with ways in which we can stop the stigma and make people feel more comfortable asking for help.
In February of 2016 in Norwich a 'Time to change' champions celebration was held to give the recruits the opportunity to share their stories and educate others on their experiences which can be largely helpful to those who are or have gone through similar experiences along with those who know people who are struggling.
Some more information on the campaign is shown here or on the website linked.
Whilst researching Mind and everything they stand for along with looking at campaigns and seeing people talk about what they've been through it's very clear to see that Mind is a charity that genuinely cares about making a difference. All the work they have done shows just how deeply they care about helping every individual recover. Their continued support towards those struggling proves the idea that they want to normalise this struggle to make people feel safe and loved when asking for help and the mainstream attention they've gained from this has absolutely helped to make this happen. Obviously there is still a lot of work left to do but they show no signs of stopping and that's inspirational to see.
Now knowing all of this I feel as though I am much more equipped to create an ad campaign for Mind involving mental health.
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