Mind-Aid Muskoka
MiND-AID’s mental health navigation service supports young people on their mental wellness journey.
When the nonprofit launched in September 2020, its team needed to build a social media presence to reach potential clients and donors. As MiND-AID’s communication specialist, we worked with the team to create a messaging strategy to build awareness about its services.
This strategy included developing a brand voice to help MiND-AID build trust with young people who are in need of its services. Together, we developed a voice that’s bold, cheeky, and real. MiND-AID doesn’t shy away from the good, the bad, and the ugly of mental health. Its messaging is a little bit “dad humour” but always supportive and inclusive of people’s experiences of mental health.
In 2023, we wrote a grant application for The District Municipality of Muskoka’s IDEA Community Grant Program to fund initiatives aligned with the principles of Inclusion, Diversity, Equity, and Anti-Racism or Anti-Hate. Our submission, At the Crossroads: Youth Mental Health in Muskoka, was successful.
As a result, Kindle created a series of posters and Meta ad campaigns to reflect young people’s diverse experiences of mental health in Muskoka. The campaign is two-fold: educating about groups who are disproportionally affected by poor mental health; and communicating to young people about MiND-AID’s safe, inclusive mental health navigation support.
