In a world where young people’s mental health is under increasing strain access to help and support remains way below demand.

In a world where young people’s mental health is under increasing strain access to help and support remains way below demand.

A new approach was needed.

Recognising this, Tiny Changes charity launched “Make Tiny Changes Month” in May 2023—a 31-day campaign designed to drive fundraising and donations to help bridge the gap.

Building on the success of last year’s campaign, which raised over £40k, Tiny Changes set their sights even higher this year with a target of £60k. Our challenge was to ensure the campaign design not only captured attention but also drove traffic to the landing page, converting interest into action.

We built our approach around three core insights: first, that youth mental health is at a critical juncture; second, that Gen Z is breaking away from traditional norms; and third, that Tiny Changes empowers young people to challenge the system and make things better. This led to the idea of the ‘ripple effect’—the power of one tiny change to create a massive impact, perfectly aligning with the charity’s mission of enabling young people to create positive shifts in a system that’s failing them.

Our campaign strategy was simple but effective. We developed a clear channel plan to raise awareness, engage the community, and drive donations. To boost participation, we recommended that Tiny Changes leverage user-generated content (UGC) from their audience, and we created branded Instagram stickers and self-filming guidelines to encourage authentic, organic involvement.

This year’s fundraising campaign was a roaring success. Almost 800 supporters got involved, with Tiny Changes raising over £65K in total – a 62% uplift on the previous year – smashing their fundraising target of £60k.

Once again, the charity proved that even the smallest changes can lead to big outcomes, making a real difference for young people in need of mental health support.

62% increase in fundraising from previous year
£65K raised against target of £60K
Supporting youth mental health across the UK

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