JD Outdoor challenged Brazen to create a buzz around its collaboration with leading mental health charity Mind and their celebrity designed beanies.

So, we devised a campaign to encourage the nation to get outdoors and get their #HatsOnForMind during winter to help improve mental wellbeing – with 100% of the profits going directly to Mind.

We partnered Mind volunteers with each of our celebrity ambassadors (Julia Bradbury, David Seaman, Helen Skelton and Sean Fletcher) to create emotive and engaging content regarding their own struggles with mental health, while offering the celebrities up for media interviews.

Results and statistics were used throughout every area of our PR from celebrity interviews, awareness day product placement e-alerts, news survey stories and across influencer social content, ensuring the limited edition hats were on the minds (and on the heads) of as many people as possible!



Pieces of coverage


National and consumer hits including The Sun, OK!, Daily Mirror, Daily Express, The Guardian, Yahoo! News & Women’s Fitness


Broadcast hits, inc interviews on ITV’s Good Morning Britain, BBC News, Sky Sports News, ITV News and Heart Radio


Hats sold


Website visits to the product page


Pledge smashed and doubled to £200K+!

We'd love to get into your briefs!

Let's do it