OUR WORK

MENTAL HEALTH UK

AN OVERWHELMED FULFILMENT HOUSE!

Ten thousand leads in 10 weeks, and more than 200 new regular givers

Infographic about menopause, mental health, and women. It features an illustration of a woman with curly hair sitting cross-legged in a colorful dress, with a background divided into blue, pink, and beige sections. The text highlights that 77% of women report experiencing new mental health challenges due to menopause, based on a 2019 survey by Health and Her.
Outline drawing of a wire spool with wire unwound.

THE CHALLENGE

Mental Health UK had a growing individual giving portfolio but only one reliable campaign bringing in regular givers. The performance of that one campaign was starting to fall off a cliff.

With ambitious growth targets in place they needed to add to their portfolio. But the team had little time or headspace to try new ideas from scratch. Business-as-usual fundraising took up all their time.

OUR APPROACH

We were asked to take the team through our co-creation Full Cycle Innovation process.

WHAT WE DID:

  • Identified a target audience together: women aged 35-55 with a connection to mental health issues

  • Set a challenging and specific engagement goal over a three-year horizon

  • Created a diverse qualitative insight panel to understand their pains and how we could help

  • Ideated with their staff team, (and the pigs, goats and horses at Vauxhall City farm)

  • Shortlisted four ideas to take into prototyping

  • Ran qualitative, quantitative and smokescreen tests with the target audience

  • Created one killer proposition that easily beat their best-performing benchmark campaign by 123%

  • Achieved click-throughs <10p on digital tests

WHAT WE ACHIEVED TOGETHER

We created a new campaign that overwhelmed their fulfilment house and answered a direct need for menopausal and perimenopausal women.

During the insight phase we uncovered a shocking lack of mental health support for women either going through perimenopause or menopause.

The idea for a Menopause Wellness Toolkit tested incredibly well. From the incredibly low cost per click (CPC) we saw on Meta ads, we knew we were on to a winner. In the first pilot stage the results have been brilliant:

  • 10,000 leads in ten weeks

  • 2,000 wellness kits distributed

  • 200+ new regular givers already signed up

“I was hugely impressed by how Flying Cars built up to the proposition through a well-constructed, well-argued and evidence-based approach. It gave me confidence that our creative will have much more resonance and traction with our target audience”

Brian Dow, CEO, Mental Health UK

Black background with a large, stylized white heart outline.

COLLABORATIVE IDEAS

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INSPIRED BY HUMANS

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COMPELLING YOUR AUDIENCE

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COLLABORATIVE IDEAS → INSPIRED BY HUMANS → COMPELLING YOUR AUDIENCE →

LET’S CHAT

Find out how we can help your charity

INFO:

hello@flyingcarsinnovation.com

+44(0)207 157 9504

Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH