Every Christmas, Mind is doing a fund-raising campaign. This Christmas turned out to be a lot different though, with many people celebrating by themselves with loneliness peaking. Our task was to create a campaign that made Mind stand out amongst other non-profits doing the same (with much bigger budgets), and show their relevance in this weird and scary time. Find new ways, new markets, new donors...

We turned Talks into a medicine, a physical product - and sold it at Sweden's biggest pharmacy; Apotea.se and through Mind's own channels.

The campaign message was pushed mainly through social media and PR activities from both Mind and Apotea - increasing the reach.

The medicine pack was the perfect gift and talking point during a pandemic Christmas with loneliness and depression peaking.

In order to give Mind the spotlight they deserve, we dug into data and research about the effect of their core strategy in their helplines - compassionate talks. The results gave us the campaign context - talks are a sort of 'mental medicine'.

If we package that insight, we suddenly have a new market and a new sales channel reaching a new audience. We approached Sweden's biggest pharmacy - apotea.se - and got a collaboration going.

The target group was divided into two; people suffering the most from mental health issues, and the ones most prone to donate. With the CTA we encouraged more people to give 'a Talk' as a Christmas gift.

After the strategic and creative insight was in place (Oct) we realized we had a new type of packaging, messaging and sales channel - disrupting the market and how people can help Mind's support lines.

We designed and produced a medicine pack (late Oct) that turned Talks into a physical product and approached Sweden’s biggest pharmacy - apotea.se for a collaboration - selling Mind's compassionate and therapeutic talks next to Advil, Aspirin etc. We also wrote instructions, dosage etc as part of the medicine pack.

The campaign was pushed through social media and PR activities in Nov-Dec to become the perfect pandemic Christmas gift.

The campaign resulted in an all time high in collected funds, and beat the previous record by 113%.

Apart from the shares that gave us a social reach of 634 392, the campaign was mentioned in the daily news (550 000 viewers) and in public service television on the iconic Christmas Eve show (4,48 million viewers in a country of 10 million) by this year's host, painter Lars Lerin. All in all, the estimated reach, earned and bought, summed up to over 6 million - with a media spend of 20 000 EUR.