Superdrug mental health fundraising initiative sees Mind tap Pennies micro-donations platform

Health and beauty retailer, Superdrug, has announced a new fundraising initiative to support Mind.

The partnership aims to help raise awareness and funds for those living with mental health problems, as 1.6 million people await care and sit on waiting lists across the UK.

It will see Mind collaborate with Pennies - a micro-donation platform that allows Superdrug customers to tap and donate at checkout while purchasing products.

Timed to launch around World Mental Health Day (10th October), Superdrug and Mind aim to reach over one million people through the two-month campaign, which will be live in store from 8th October to 1st December.

It will feature a series of activations designed to raise awareness and encourage public engagement.

Within the Stratford Westfield store, customers will be invited to contribute to physical “walls of pledges,” sharing personal commitments to support wellbeing and mental health. In addition, Mind will be spotlighted through Superdrug’s in-store radio, with lived experience voices sharing their stories and messages, alongside signposting to local Mind services and support.

Superdrug Trading Director, Megan Potter, says: “We’re incredibly proud to be partnering with Mind on this important campaign. Mental health and wellbeing are issues that affect so many people, and it’s vital that we play our part in raising awareness and encouraging open conversations with customers, colleagues, and our communities. By working together with Mind, we can help signpost support, share lived experiences and create moments of connection that truly make a difference.”

Andrew Berrie, Head of Corporate Partnerships at Mind, says: “We’re really grateful to Superdrug for their support and pledge to raise awareness and funds for Mind over the next few weeks in their stores. It’s so important that people experiencing mental health problems are able to access the support they need but we know that right now, this isn't always the case.”

“For example, growing numbers of young people are facing challenges with their mental health. Tens of thousands are not getting the support they need, forcing many to wait until they are in crisis before care is provided. 

"Every donation made to Mind at the Superdrug tills will help us be there for even more people who need us. This includes through our national services and network of local Minds, campaigning for change and challenging stigma, to make sure everyone can access the support they need.”

Francesca, age 29, from Fishguard (pictured above) has lived experience of eating disorders and being sectioned.

She comments: “It’s great that Superdrug are supporting Mind so more people can access the support they need. Mind has really helped me in the past. When I looked at the Mental Health Act online, it was overwhelming because it was so massive.”

“Mind’s website has bite-sized summaries that helped me understand what the different sections meant. I’d print things off, highlight the key points, and be like, ‘This is what I can do. This is what I can’t do.’ It helped me know what I needed to look at in more detail, which was really useful.” 

2025 RTIH INNOVATION AWARDS

Micro-donations will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.