Mind hires Psona to devise campaign for GDPR opt-ins

mindMental health charity Mind has appointed Communisis-owned Psona to develop a campaign to get new and existing donors to opt-in to the organisation’s marketing in preparation for GDPR, after posting on LinkedIn that it was seeking help.
The agency has been tasked with delivering the campaign to “educate and empower” donors about the changes, which are due to come into force in May 2018. The first activity is due to break next month.
Mind head of communications and marketing Annabel Davis said: “As the changes around GDPR draw nearer, we wanted an agency with strong credentials and experience to help take us through it.”
Davis said the new legislation was “a great opportunity” to give supporters control over what the charity can talk to them about.
“Mind only exists because of the amazing support of people who donate, fundraise, speak out on mental health, and give up their time to volunteer for us or tell us how to improve,” she added.
Founded in 1946 as the National Association for Mental Health, the charity offers information and advice to people with mental health problems and lobbies government and local authorities on their behalf.

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