Relaxing into a new product
Pause for Mind
Historically, Mind has been reliant on supporters with a close proximity to the cause. Our task was to diversify away from that core audience and identify new opportunities.
Our insight showed that a significant segment of women aged 25-55 were increasingly aware of the need to look after their mental wellbeing. And they were looking for things to help them do this alongside existing favourites including yoga, meditation and craft. While they weren’t generally donors to mental health charities, they held positive views about the sector and its work.
This prompted us to develop Pause – a subscription product that could meet their needs and re-frame the regular donations that would help Mind deliver more of its vital work.