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MHFA and Bauer Media ad campaign

This project has been assigned the following categories: Marketing campaigns,

Client overview

MHFA England delivers training and campaigns to give people the skills they need to support their own and others’ wellbeing, by spotting signs of mental ill health, encourage them to break down barriers, listen in a non-judgemental way, and signpost to support for recovery.

Project overview

MHFA (Mental Health First Aid) came to us initially for a Google Ads campaign to support their “where's your head at” campaign that was being run in conjunction with Bauer Media.

We looked at the campaign MHFA had running with Bauer Media in their printed magazines and suggested they use this campaign to trial digital banners to use across the Bauer online media portfolio to run alongside any mental health content.

MHFA liaised with Bauer and were delighted to be given free digital advertising that would appear across mental health content.

Google Ads

Our recommendation was that MHFA apply to Google for their charitable funding as part of the Google Grants, which offers not-for-profit organisations up to £7,000 per month to use search advertising.


  • MHFA received above target direct course bookings and the campaign contributed to the user journey of several more, they were able to more than cover the cost of the campaign
  • The banners can be reused for any future digital campaigns as they are all standard sizes

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