Challenge & Solution

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!


Results & ROI

  • 191 pieces of coverage, featuring 30 x national and consumer hits including The Sun, OK!, Daily Mirror, Daily Express, The Guardian, Yahoo! News and Women’s Fitness; 27 broadcast hits, including interviews on ITV’s Good Morning Britain, BBC News, Sky Sports News, ITV News and Heart Breakfast Radio.
  • Sales of over 31,000 hats including 155,967 website visits to the dedicated product page
  • Original pledge of £100K was smashed and doubled to £200K+!