Mind launch mens mental health campaign

Mental Health charity Mind is using male service user case studies in a direct mail fundraising appeal to coincide with its Mind Week men’s mental health campaign launching next week.

The campaign is being backed by Stephen Fry and Alistair Campbell. The corresponding direct mail appeal is aiming to raise about £60,00 from a mailing to 35,000 donors who have given a small or medium size donation in the past.

The “Get it off your chest” campaign is aiming to get the government to draw-up a men’s mental health strategy by highlighting its research that shows 40% of men are feeling worried or low as a result of the recession.

This is the second year the charity has used a largely in-house created straight appeal letter pack for one of its most important appeals of the year, after its decision to drop expensive creative last year enabled the charity to cut costs and had no impact on response rate and average donation.

Despite research showing that middle-aged men are seven times more likely to have suicidal thoughts than women, Mind’s YouGov survey shows that a almost a third of men feel embarrassed about seeking help.

Mind chief executive Paul Farmer is calling for the NHS to become more male-friendly as part of the reforms it wants to see in response to the problem.

“When men look for help, they can be put off by health premises that are geared more towards women. GP surgeries offering women’s magazines can feel like a hairdressers and make men feel uncomfortable. The NHS must become more ‘male-friendly’ offering treatments that appeal to men like exercise on prescription or computerised therapy and advertising services in places men frequent,” he says.

Recommended

Facebook under fire as brands again find ads misplaced

Marketing Week

Advertising for brands such as Tesco, Vodafone and O2 is appearing beside inappropriate content on Facebook again, nearly two years after the social network took measures to prevent this happening. Facebook introduced the ability for brands to opt out of advertising around group pages in August 2007 after the likes of Vodafone, the COI and […]

Da Vinci Code prequel signs deal with Mail on Sunday

Marketing Week

Sony Pictures has signed a deal with The Mail on Sunday to launch a five-page cover wrap to promote the film Angels & Demons, the prequel to The Da Vinci Code. The wrap, which will cover the second section of the newspaper this weekend (10 May) will feature interactive elements such as a puzzle based […]

Comments

    Leave a comment