Changing the Picture

With the festive season in full swing, we’ve been working with mental health charity Oxfordshire Mind – part of the wider national Mind network – on its winter appeal.

Focused on raising funds for vital mental health services across the county, we’ve been supporting the campaign over recent months, and the activity is now coming to fruition.

Centred on breaking the stigma around mental health and ‘Changing the Picture’ of how it’s perceived locally, the campaign puts people firmly at the heart of the story.

And when it comes to the local press – Oxfordshire Mind’s core audience – people-focused storytelling is key.

Drawing on both our network and Oxfordshire Mind’s service users, we pulled together a series of case studies featuring individuals willing to share their experiences on camera.

Filming at one of Oxfordshire Mind’s community hubs, we captured powerful interviews from a wide range of backgrounds – from farming and construction to teaching, customer service and more.

Showcasing the universal nature of mental health struggles to make the topic more relatable, we’ve since been sharing these stories with the media.

This has already resulted in strong regional coverage in Oxford Mail, This is Oxfordshire, the Witney Gazette, the Banbury Guardian and others, alongside a live BBC Radio Oxford interview with Richard, an Oxfordshire Mind service user who bravely discussed his journey.

With several weeks still to go, the appeal has already passed the halfway mark towards its fundraising goal – a fantastic start, with plenty more to come.

And that’s our Pic of the Week!