"Everyone I spoke to last week at stalls and info events mentioned that they had seen we were doing a Walls Walk – so the promotional activity definitely worked! "

York Mind

 
 
 
 

The brief

To mark our 30th anniversary, we donated our time and PR skills to promote York Mind’s York Walls Walk event, which took place on 18th May 2018, as part of Mental Health Awareness Week. The mental health charity and mascot Edgar the Elephant wanted to raise at least £500 by inviting local residents and businesses to donate £5 each to walk the city walls.
 
York Mind supports around 1000 people in York every year and requires much-needed funds to support people to continue their lives with a variety of mental health conditions. York Mind services include counselling, befriending, peer support, therapeutic groups, young people’s support and mental health training.


 
York Mind
 

The campaign

The media relations campaign targeted local media and ambassadors including rugby league team York City Knights who joined forces with York Mind to show their support for tackling mental health issues.
 
York City Knights General Manager Neil Gulliver said: “The rugby league fraternity is at the forefront of tackling mental health issues in sport and wider communities and is a key element of our Men’s Health programme.
 
“Health and mental wellbeing form a huge part of the work that the Knights Foundation undertakes in changing lives in York and across North Yorkshire and The York Walls Walk is a great way for people to show their support.”

The results

More than 100 people took part in the walk and raised more than £1000 during mental health awareness week for York Mind.
 
York Mind Community Fundraiser Holly Bilton added: “Walking the walls, enjoying the views and talking to other people is an ideal way to mark Mental Health Awareness Week in York. We’re delighted that so many people took part and that we've raised more than £1000.”

Commenting on the support Partners provided, Holly said: "We saw an increase in engagement across our social media platforms, due to the event listings and PR activity, so we know that we were reaching more people who had never interacted with us before, and we would hope that in the longer term this will have a positive effect for our reputation in the city.

"I also note that almost everyone I spoke to last week at stalls and info events mentioned that they had seen we were doing a Walls Walk – so the promotional activity definitely worked! Keeping York Mind high in the level of public consciousness definitely helps us as an organisation and we will see those benefits in years to come. Thank you."
 

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