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Dorset Mind – Day2Day

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Destigmatising mental health through video campaigning

Dorset Mind, an affiliate of national Mind, is a charity that aims to support people in their recovery from mental health problems.

At least one in six workers experiences common mental health problems, including anxiety and depression. Mind’s latest research shows that work is the biggest cause of stress in people’s lives, more so than debt or financial problems.

Dorset Mind developed ‘Dorset Mind Works’ :a new whole-workplace campaign to support employers and employees with their mental health.

‘Dorset Mind Works’ is a programme that works with companies to do three important things:

  • To normalise conversations about emotions and mental health.
  • To deliver education programmes.
  • To provide support options designed to address the mental health difficulties of employees.

We were asked to create something leveraging digital channels that was tailored to fit within the ‘Dorset Mind Works’ campaign. It needed to pull people’s attention and help employers understand the true impact that mental well-being can have to their organisation.

The solution also needed to be sustainable, achievable and, most importantly, impactful.

The hack:

We engaged the local creative and digital community, including business owners, marketers and students to spend a full day to understand the brief, workshop ideas and pitch a solution. From here, we were able to develop a campaign that we felt met the key objectives for Dorset Mind. From this session, Day2Day had begun.


The campaign:

Partnering with Bournemouth University’s talented media students, we involved multiple Dorset based businesses to create content encouraging conversation around mental health. We then used this content to create an engaging narrative of real stories shared throughout relevant digital channels like Youtube, LinkedIn, Twitter, Facebook and Instagram.

Including local, national and internationally renowned brands, the businesses and people sharing their experiences for this campaign included: AFC Bournemouth, the NHS, The Stable restaurant, Bournemouth University, BIMA 100 Alumni and the Police Crime Commissioner.

The videos are a brief exploration into their personal experience of mental health both at home and within their respective fields of work.

By shedding some light on the subject, and creating a conversation within the workplace, our aim for #Day2Day was to help employers and employees learn more about mental health issues, find the support they need if they require it, and pass Mind’s service onto their friends and colleagues who may need it.

Essentially, we showcased Dorset as a flagship for people who want to destigmatise mental health, who believe in challenging the perception that it has in society – and if we can do that, then hopefully other areas of the country will be able to follow suit.


The results:

Through the 22 videos created, we saw tangible results both for social engagement, financial growth and profile for Dorset Mind. Across all digital platforms, this location specific campaign was able to account for over 100,000 views; including over 28,000 on LinkedIn.

On top of this, during the campaign we have seen:

  • Corporate donations increase by 200% when compared to last years overall amount
  • Charity turnover up 50% on the last financial year
  • Equalling the entire turnover of 2017 in just the 1st quarter of 2018.

We have also been fortunate that the hard work put into this incredible cause has enabled our Founder, and Managing Director, Dan Willis to be inducted into the 2018 BIMA 100.

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