Contemporary clothing brand Seasalt Cornwall is delighted to announce that it has surpassed the £1,000,000 mark in its fundraising efforts for mental health charity Mind and partners SAMH and Inspire. This comes after four years of working together to improve the lives of those living with mental health problems
What started out as a pledge to donate £100,000 per year for three years (2021-2023) has since exceeded all expectations to reach over £1M. The money goes towards supporting the charity’s vital work which includes campaigning to reform government mental health policies, improve mental health hospitals and funding young people’s hubs, alongside being a place of contact for people seeking guidance and help.
In addition to its pledged corporate donations, over the years, Seasalt has launched various cause related marketing campaigns to assist with the fundraising efforts. In September 2023, Seasalt launched its ‘Brave the Weather Together’ campaign which emphasised the mental benefits of getting out in nature ‘whatever the weather’. The campaign saw £5 donated from every full priced raincoat sold. Rainwear is a hero category for the retailer so they were confident of the initiative’s fundraising potential. Seasalt Rain products are now made with more recycled fibres and traceable organic materials than ever before so they were also providing their customers with the reassurance that they were making a responsible choice, along with their contribution to supporting Mind’s services. The success of this specific campaign was recently recognised with a Drapers Conscious Award in the ‘Best Charity Initiative’ category.
Another successful campaign was ‘Between the Lines’, launched in October 2022 (returning in 2024). This featured the sale of a bespoke version of a Seasalt classic, the ¾ sleeve ‘sailor shirt’ a stripey Breton tee, made from organic cotton and a firm favourite with customers. This campaign focused on the theme that mental health struggles are not always obvious, and friends and family might need to read ‘between the lines’ in order to help others. All profits from the shirt sales went to Mind, specifically to help fund their infoline and legal lines which are now busier than ever.
Finally, Seasalt implemented Ayden Giving, a till point donation option for customers to add on a customizable amount to their bill. Seasalts customers have embraced this initiative with immense generosity and, again, fundraising totals surpassed expectations.
Seasalt CEO Paul Hayes says; “We are delighted that our partnership with Mind has proved so successful and we are very proud to be able to support all the undeniably essential work that they do. I would also like to take this opportunity to thank our customers for their generous support, allowing our donations to stetch so much further, to help those who are facing mental health challenges.”
Echoing this Mind CEO Dr. Sarah Hughes, says: “We are incredibly grateful to Seasalt Cornwall for raising an incredible £1 million for Mind. With the current mental health crisis, their support is more important than ever. The funds raised through this partnership have helped and will continue to help us keep our vital services running.
“We cannot thank Seasalt enough for bringing us closer to a future where no mind is left behind.” Seasalt and Mind will be continuing their partnership in the year ahead, with new campaigns and initiatives to be launched.
