The year-long partnership will see fundraising activities taking place in stores across the UK and money raised will be used to fund Mind’s work supporting the 1 in 4 people who experience mental health problems every year.
The partnership kicked off with a day of fundraising on St Patrick’s Day with themed bake sales, book swaps and fancy dress at Bravissimo’s 22 stores across the country. Staff at the company’s head office in Warwickshire and the organisation’s customer fulfilment centre also took part in the co-ordinated launch events.
Mind becomes Bravissimo’s third charity of the year, and the retailer hopes to raise £30,000 by holding events throughout the year in support of the partnership.
Bravissimo staff and customers can also recycle their old bras (in any condition) by popping them into recycling bins at all stores. For every kg received, Bravissimo will donate £1 to Mind. Bras which are in a useable condition will be sent to developing countries across the world, while bras which cannot be used will be broken down into parts to be made into new items.
Jo Lee, Managing Director of Bravissimo said: “We’re very proud to have Mind as our chosen charity for 2014. I know that some teams have already started fundraising and I have no doubt there will be many other ideas to come over the next twelve months, including a significant number of calories consumed around the company as a result of charity bake sales!”
Paul Farmer, Mind’s Chief Executive, said: “We’re delighted to have been chosen by Bravissimo and have already been impressed by the ingenuity the team has put into raising money for Mind. This partnership will help us to provide vital support for people who need it, when they need it the most.”