KICKING OFF CHRISTMAS
FUNDRAISING
Christmas Fundraising
Mind Charity UK
CREATIVE LEAD
// Campaign look & feel
// Design Direction
// Social Assets
To make a small-budget campaign stand out, all you need is a big cause, a huge event, and a message that can speak to unspoken feelings.
Christmas can be one of the darkest periods for those experiencing loneliness and mental health issues. With alarming statistics showing that the number of men experiencing suicidal thoughts has doubled since 2009, Mind, the UK’s leading mental health charity, sought new ways to engage men for their Christmas fundraising campaign.
This particular December coincided with the 2023 World Cup, so we developed two distinct campaigns that were able to speak to both a soccer-mad audience, as well as one that may be struggling in the lead-up to Christmas.
We partnered with footballers brand ambassadors such as Bradley Wiggins, Clarke Carlisle, and Ben West to capture the target audience’s attention for a two-part campaign that ran on social media and direct mail.
THIS ISN’T FOOTBALL
The first campaign targeted people during key World Cup moments and used the link between the emotions we feel watching the emotions of football and the emotions people experience when struggling with mental health issues.
NO MORE SILENT NIGHTS
The second part focused around the damage that not speaking out or asking for help can do. We used an instrumental version of Silent Night to create a distressing but hard-hitting video.
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/ Direct mail
/ Social assets including
Targeted GIFs, Instagram Stories, social carousels -
// In six weeks, over £360,000 was raised for Mind
// Doubling the amount of donations in the first week alone
// Nominated for Best social charity campaign Drum awards 2023
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My Role: Creative direction
Agency: eight&four
Creative / Copy: Nate Harper
Design : Harriet Gray
Client Partner: Alex Engert
Producer: Amy Brown