Mind x Seasalt Cornwall charity partnership

Client: Mind

Against a three-year target of raising £300,000 by the end of 2023, clothing brand Seasalt Cornwall has raised an incredible £551,081.86 for Mind.

These vital funds include the results of successful cause related marketing campaigns and customer donations throughout 2023. On World Mental Health Day 2022 (10th October), Seasalt launched the Between The Lines Sailor Shirt with a multi-channel campaign. Based on the belief that no one should have to face a mental health problem alone, the emotive campaign film highlights the importance of reading between the lines and checking in on each other. Because it isn’t always obvious when someone is struggling.

The limited-edition version of Seasalt’s iconic Breton stripey shirt was sold until spring 2023. It sold out and all profits from its purchase were donated to Mind. As well as being promoted nationwide via Seasalt’s 68 shops, catalogue, website, emails and social media, the shirt featured on ITV’s This Morning, reaching 1.3 million viewers. Last year, for World Mental Health Day 2023, Seasalt and Mind launched the Brave The Weather Together campaign, focussing on the benefits of getting outdoors for mental and physical wellbeing. For every full-price Seasalt raincoat sold, £5 is being donated to Mind.