Varje samtal
räknas
Loneliness, worry, anxiety, and suicidal thoughts are important to talk about. We helped Mind increase brand awareness by 33% and nearly double corporate donations in a single month.
Client
Mind
Industry
Non-Profit
Year
2024
Platforms
Meta, Google, TV4 Play
Talking about difficult things is hard. Not doing it can be life-threatening.
Mind has support lines for anyone who needs someone to talk to when life feels too hard to face alone. Each year, Mind's volunteers handle around 90,000 calls across the different support lines: Självmordslinjen, Äldrelinjen, Livslinjen och Föräldralinjen.
- The campaign encourages people to see, listen and talk to each other
- The aim was to increase awareness of Mind and raise donations
- Mind’s brand awareness was significantly low before the campaign
- 90,000 calls handled annually across four support lines
Awareness up. Donations up. Lives reached.
+33%
Increase in awareness
From 21% in April to 28% in June — a remarkable shift in just one month
+84%
Corporate donations
From SEK 625,000 to SEK 1,150,000 — nearly doubled
2.37×
ROI
137% return on investment, proving that purpose and profit can coexist
Low awareness for a life-saving service
Mind's brand awareness was significantly low despite operating four critical support lines that handle 90,000 calls every year. People who needed help didn't know Mind existed, and potential donors didn't understand how their contributions were used.
The campaign needed to achieve two objectives simultaneously: increase awareness of Mind as an organisation, and generate donations to fund its operations. While fundraising is always challenging for non-profits, shifting brand perception is even harder.
See, listen, and talk to each other
The campaign "Varje samtal räknas" (Every call counts) was built around a simple but powerful message: encourage people to see, listen, and talk to each other. By making the invisible visible, we connected the emotional weight of the cause with a clear call to action.
We distributed the campaign across Meta, Google Display, Google Search, and TV4 Play to maximise reach across different audience segments and touchpoints. The media strategy was designed to drive both awareness and direct response within a tight non-profit budget.
The campaign clearly communicated how donated funds are used, building trust and driving action. Among those who saw the campaign, 66% had a positive impression — driven by the perception that it highlights an important issue.
From awareness to action
47% reported they had heard of Mind after the campaign
Brand awareness grew 33% in a single month — from 21% in April to 28% in June
66% positive impression among those who saw the campaign
Article engagement up 75% (7,041 vs 4,014 avg.) and media mentions up 66%
Corporate donations nearly doubled (+84%)
2.37× ROI — from SEK 625,000 to SEK 1,150,000 in corporate contributions
1. Dual-Objective Strategy
The campaign was designed to simultaneously increase brand awareness and generate donations. Clear communication of how funds are used built the trust needed to convert awareness into action.
2. Cross-Platform Reach
We distributed across Meta, Google Display, Google Search and TV4 Play to reach different audience segments at different touchpoints — maximising coverage within a non-profit budget.
3. Emotional Resonance
By making the invisible visible and encouraging people to see, listen and talk to each other, the campaign created genuine emotional connection. 66% of viewers had a positive impression.
The full picture
Engagement on articles — shares and comments — increased by 75%, reaching 7,041 compared to the monthly average of 4,014.
Exposure, measured as the number of articles and mentions, rose from a typical 99 to 165 during the campaign period — an increase of 66%.
Among those who saw the campaign, the positive perception was driven by the feeling that it highlights an important issue and clearly communicates how the donated funds are used.
Nominated for 100Wattaren 2024
Non-Profit & Charity category
Services
- Media Strategy
- Media Buying & Optimization
- Campaign Planning
- Cross-Platform Distribution
Platforms
- Meta
- Google Display
- Google Search
- TV4 Play
Partners
- Pool, Creative communication and strategy
"A 33% increase in awareness in just one month is a remarkable accomplishment. Purpose and profit can coexist."