Improving Society

Supporting mental health conversations

McVitie’s and Mind – Positive mental health partnership

We supported the mental health charity Mind to successfully partner with McVitie’s, Britain’s biggest biscuit brand, to launch a new campaign aimed at promoting positive mental health by encouraging people across the UK to get talking.

We helped Mind to agree all legal aspects of one of its largest partnerships to date.

The “Let’s Talk” campaign was supported by in-store partnerships with leading retailers, such as Tesco and Sainsbury’s, and consisted of giving shoppers the opportunity to claim 5 million complimentary packets of biscuits to share with loved ones – with the goal of giving people an excuse to get together and get talking over a cup of tea and a biscuit.

Corporate partnerships

High-profile partnerships between charities and businesses (known as “corporate partnerships” or “commercial participation”) involve an understanding of the varied regulatory landscape charities work in. The agreement between the parties needed to ensure it covered the following:

  • Intellectual property licensing
  • Minimisation of corporation tax
  • VAT consideration
  • Compliance with the Fundraising Regulators Code
  • Trustee duties with respect of charity fundraising
  • Compliance with the Charities Act 1992 and the Charitable Institutions (Fundraising) Regulations 1994 and the Charities (Protection and Social Investment) Act 2016.

Working together

Brand and reputation protection are key for charities who fundraise via corporate partnerships, whilst at the same time, charities need to be sympathetic to the aims of businesses when embarking on these partnerships. Conversely, many businesses will not be aware of the regulated nature of these types of agreements with charities and a strong element of education is required so they understand why certain, perhaps surprising, arrangements need to be reflected in the partnership.

Paul Farmer, chief executive of Mind, said “We are thrilled to be working with McVitie’s to encourage the nation to get talking. You don’t have to be an expert to be there for your loved ones, simply making time for a chat over a cup of tea and a biscuit can go a long way.”.

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