As Seen on Netflix
Many of us can feel lonely and overwhelmed from time to time. Escaping through our favourite tv shows can help us relax, get some much-needed distraction and help us feel connected to something bigger.
In 2024 Mind teamed up with Netflix to deliver As Seen on Netflix - a never-been-done before moment - giving fans the opportunity to own a bit of their favourite shows with everything sold in aid of Mind.
How Netflix is supporting Mind
- Donation: Donated iconic and unique Netflix series memorabilia which allowed us to raise over £50,000 for Mind’s vital services.
- Gift-in-kind: Significant gift-in-kind investment in pop-up shops and media advertising
- Raising awareness for Mind and mental health: Used the activation to generate significant social and press coverage.
How Mind is supporting Netflix
- Bringing people together: Creating a never-before-seen moment that brings joy and creates space for fans to connect.
- Celebrating fandom: Our activation attracted visitors from as far as California, Norway and Germany, whilst media coverage included prime time Australian news.
Our story so far
The pop-up experiences, in London and Birmingham, featured wardrobe, props and memorabilia from over 30 Netflix shows. We welcomed 2,615 visitors to explore a treasure trove of exclusive items - everything from Heartstopper memorabilia to The Crown’s iconic suits. Highlights included the immersive Heartstopper set and Mind’s Connection Corner, where visitors could chat to the team from Mind, find out more about mental health support and take a moment of quiet.
In addition to the 3000+ items of wardrobe, memorabilia and props Netflix donated, we designed co-branded tote bags, t-shirts and prints for sale along with a co-branded leaflet about Mind’s work included in every bag.
An online auction, offering unique pieces like Otis’s bike from Sex Education and Lady Whistledown’s papers from Bridgerton, added to the buzz and increased reach online.
On screen-talent including Gillian Anderson and Robbie Williams supported the auction while regional out of home advertising in London and Birmingham drove local awareness for the pop-up shops.
As Seen on Netflix was the winner of the Media & Entertainment Award at the 2025 Third Sector Business Charity Awards.
“Ncuti Gatwa is an icon! Not only as Eric but also the 15th Doctor and to say we own the bike that he's sat on is WILD!" say auction winners Ellie and Jack, who won Eric’s bike from Sex Education.
"Sex Education is an amazing show, and it addresses some serious topics including mental health in such a real and transparent way that is so helpful for people to see.
"I am so happy to be a part of a generation that is trying to wipe away the stigma surrounding mental health and work toward a future of healing. This bike will be loved and cherished by a family of neuro diverse people."
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