Mental Health Foundation

What Mental Health Foundation does

Mental Health Foundation is a UK registered charity (charity nos. 801130 England and Wales; SC 039714 Scotland) established in 1949 and headquartered in London, operating across all four UK nations with 51-100 employees. Its mission is the prevention of poor mental health, distinguished from peers by a focus on prevention rather than treatment, anchored by flagship intellectual property including the annual Mental Health Awareness Week (the UK's largest mental health awareness event), The Foundation Reports series, and an extensive open-access A-Z information library and how-to guides. The organisation delivers a portfolio of programmes targeting at-risk populations — KidsTime Workshops for children of parents with mental illness, UOK? peer education for students aged 16-25, StressLESS (a digital resource for practitioners working with young people aged 10-25, updated March 2025), Living Well: Emotional Support Matters for people with long-term health conditions in Scotland, and Young Mums Together in Greenwich — alongside community engagement via the OPEN Personal Experience Network and awareness campaigns such as the Green Ribbon.

The charity's digital footprint comprises a content and resource website (mentalhealth.org.uk), an online merchandise shop (shop.mentalhealth.org.uk), and digital programme delivery, but it does not field a consumer mobile app, API, or proprietary AI/ML technology stack. The OPEN network provides a lived-experience community informing research and policy, and partner charity delivery networks in Scotland (8 charities) and England (e.g., MumsAid, KidsTime Southwark) extend programme reach. The 2026-2031 strategy explicitly reframes the organisation around movement-building for prevention.

Revenue is generated entirely through philanthropic and commercial fundraising channels — gifts in wills (approximately 25% of total income, supported by a Farewill free will-writing partnership), HMRC payroll giving through employer schemes (with corporate matched giving), corporate partnerships and philanthropy (notably a £3m Simplyhealth partnership in Feb 2026 alongside Mental Health First Aid England and Mental Health Innovations), grants such as the £2m+ National Lottery Community Fund Covid Response Programme, e-commerce merchandise sales (green ribbons, face coverings), and affiliate platforms (JustGiving with 55,000+ supporters, Give as you Live across 5,500+ retailers, Savoo search-to-donate). Core services are provided free of charge, with no pricing model applied to beneficiaries.

Name

Mental Health Foundation

Legal name

Mental Health Foundation

Website

https://mentalhealth.org.uk

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

51–100 employees

Short description

The Mental Health Foundation is a UK registered charity (est. 1949) focused on the prevention of poor mental health, delivering flagship awareness campaigns (Mental Health Awareness Week), youth and family programmes (KidsTime, UOK?, StressLESS), the Living Well programme for people with long-term conditions, and an open-access research and information library, serving the UK public across all four nations.

Ownership category

akta.pro rank

Product category

Mental Health Charity Services

NAICS

Voluntary Health Organizations (813212), Child and Youth Services (62411), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Behavioral Health & Substance Use Program Funding (Public Health) (HLAJALAI)

Keywords

• Mental health prevention
• Mental health charity
• Awareness campaigns
• Community wellbeing programmes
• Public health advocacy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Legacies and Gifts in Wills: Gifts in wills represent approximately 25% of the Foundation's total income, making it the single largest revenue stream. The Foundation partners with Farewill to offer free will writing and promotes legacy giving as a key long-term fundraising strategy.
2. Payroll Giving: HM Revenue and Customs-approved scheme allowing UK income taxpayers to make regular tax-free donations via payroll deduction. Described as one of the most tax-efficient and cost-effective giving methods, providing reliable recurring income. Employers can enhance contributions through matched giving programmes.
3. Corporate Partnerships and Philanthropy: Partnerships with corporations such as Simplyhealth's £3 million multi-charity initiative. Includes corporate matched giving, cause-related marketing, and event sponsorships. Also includes philanthropy from foundations such as the National Lottery Community Fund (£2m+ Covid Response Programme) and Huntsman Mental Health Foundation (referenced in a separate context).
4. E-commerce and Merchandise Sales: Sale of branded merchandise including green ribbon pin badges, face coverings, and wedding place-setting cards through the Foundation's online shop (shop.mentalhealth.org.uk). Also accessible via affiliate platforms including Give as you Live (5,500+ partner stores) and Savoo (search-to-donate).
5. Affiliate and Search Donation: Partnership with Savoo allows supporters to raise free donations through online search (1p per search) and voucher code usage. Give as you Live enables percentage-of-purchase donations from 5,500+ retailers at no extra cost to consumers.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

The Mental Health Foundation is a UK charity that delivers mental health prevention services through national awareness campaigns (Mental Health Awareness Week, Green Ribbon), community programmes for at-risk groups (KidsTime Workshops, UOK?, StressLESS, Living Well), evidence-based research and publications (The Foundation Reports, A-Z topics), and policy advocacy. All public information resources are provided free of charge, with the Foundation funded primarily through donations, legacies, grants, and corporate partnerships.

Product overview

Mental Health Foundation is a UK charity focused on mental health prevention, offering a portfolio of awareness campaigns (Mental Health Awareness Week, Green Ribbon Campaign), family and youth programs (KidsTime Workshops, UOK?, StressLESS, Living Well), research publications (The Foundation Reports, Fundamental Facts), and community engagement platforms (OPEN). The organization operates primarily as a content and advocacy charity rather than a technology product company.

Differentiator

Problem solved

Functional benefit

Brands

• UOK?: Peer education programme transforming lives of young people aged 16 to 25, working with colleges and universities across England
• KidsTime Workshops
• Wear it Green Day
• Curry & Chaat
• Green Ribbon
• Living Well: Emotional Support Matters
• StressLESS

Products and services

• Mental Health Awareness Week An annual UK-wide campaign (held every May) focused on mental health awareness, providing resources, themed events, and activities to engage the public in mental health discussions and prevention.
• KidsTime Workshops Fun, safe, and supportive workshops for families affected by parental mental ill-health, using creative activities, drama, and discussion to address children's lack of knowledge about mental health and encourage communication between parents and children.
• Living Well: Emotional Support Matters A programme launched in 2021 in Scotland in partnership with Health and Social Care ALLIANCE Scotland, enabling charities working with people with long-term health conditions to deliver mental wellbeing support through training and peer learning networks.
• UOK? An innovative programme working with colleges and universities across England to empower students aged 16 to 25 to take their wellbeing into their own hands through peer support training and materials.
• StressLESS A project that empowers young people aged 10-25 with tools to manage stress and support their wellbeing, originally launched in 2017 and updated in March 2025 as a digital resource for practitioners working with young people.
• Green Ribbon Campaign The international symbol for mental health awareness, with green ribbon pin badges and merchandise sold to raise funds and awareness for mental health.
• The Foundation Reports A series of in-depth reports examining mental health inequality across the four nations of the UK, the factors contributing to inequalities, and prevention strategies.
• OPEN (Personal Experience Network) A diverse online community of people who share their lived experiences to inform the Foundation's work and research.
• A-Z Topics and Publications Comprehensive free mental health information resources covering topics from depression and anxiety to nature and physical health, including downloadable guides and reports.

Quantifiable outcome

• Living Well programme generated £3.7 million in health and wellbeing impacts with a funding-to-impact ratio of £1:£8.60
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Good for ME Good for FE PartnersminorStrategic or Co-development Partner · 1 March 2022Partnership with the FA, Scouts, NAVCA, and SLQ Sports Leaders as part of the Good for ME Good for FE campaign, an FE community action initiative encouraging students to volunteer and fundraise in their local areas. The campaign has 138 colleges signed up and targets £1m of social value.
• MumsAidcoreStrategic or Co-development Partner · 1 January 2022MumsAid, a Greenwich-based specialist perinatal support charity operating since 2015, partnered with the Mental Health Foundation to deliver Young Mums Together groups at local Children's Centres in Greenwich, providing a safe space for young mothers up to age 25 to connect, build confidence, and access support.
• Health and Social Care ALLIANCE ScotlandcoreStrategic or Co-development Partner · 1 January 2021The Foundation partnered with the ALLIANCE Scotland to deliver Living Well: Emotional Support Matters, a programme enabling charities supporting people with long-term health conditions to grow their ability to deliver mental wellbeing support through training and peer learning networks.
• Living Well Delivery Partners (Scotland)coreStrategic or Co-development Partner · 1 January 2021Eight charities in Scotland served as delivery partners for the Living Well programme: Waverley Care, Sensory Impaired Support Group, Versus Arthritis, MS Argyll, Diabetes Scotland, Braveheart, Clan Cancer, and Chest Heart & Stroke Scotland. These organisations embedded tailored mental health support into their existing services.
• Our TimecoreStrategic or Co-development PartnerOur Time is the original creator of the KidsTime Workshop model. The Mental Health Foundation partnered with Our Time and the London Borough of Southwark to pilot and evaluate a two-year, 12-session version of KidsTime Workshops for families affected by parental mental illness.
• FarewillcoreStrategic or Co-development PartnerThe Foundation partnered with Farewill to offer free will writing services (checked by specialists) to supporters, encouraging legacy giving. Farewill's team is available Monday to Friday 9am-6pm. The partnership supports the Foundation's goal of growing its bequest income (approximately 25% of total income).
• SavoominorGTM or Marketing PartnerSavoo is a free online shopping and search platform that donates 1p per search to the Mental Health Foundation. It also provides voucher codes and deals, with a portion of purchases donated back to the charity.
• Give as you LiveminorGTM or Marketing PartnerGive as you Live Online enables supporters to raise free donations when shopping online with 5,500+ partner stores, from holidays and travel to clothing and gifts. The Mental Health Foundation receives a percentage of purchases at no extra cost to the consumer.
• Scran AcademyminorStrategic or Co-development PartnerScran Academy partnered with the Foundation to host the StressLESS launch event 'Working Together to StressLESS' and is a key working group partner in updating the StressLESS digital resource for young people.
• StressLESS Working Group PartnersminorStrategic or Co-development PartnerPartners informing the development of the updated StressLESS digital resource include The Ripple, Enable, Cyrenians, NHS GGC (Aye Mind), Aberlour, Healing for the Heart, and Leaders Unlocked.
• Mental Health First Aid EnglandcoreStrategic or Co-development PartnerOne of three charities in the £3m Simplyhealth partnership responding to the UK's three million days lost to mental ill-health milestone. MHFA England provides mental health first aid training and resources.
• Mental Health InnovationscoreStrategic or Co-development PartnerOne of three charities in the £3m Simplyhealth partnership. Mental Health Innovations operates the Shout crisis text service, providing confidential text-based mental health crisis support.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YoungMinds: YoungMinds is the UK's leading charity committed to improving the emotional wellbeing and mental health of children and young people. Directly comparable to MHF's youth-facing programmes (UOK?, StressLESS, KidsTime) where both target young people aged 10-25 across UK educational settings.
• Together for Mental Wellbeing: Together for Mental Wellbeing is a UK charity supporting people with mental health needs to live as equal citizens. Comparable as a national mental health nonprofit with service delivery and policy advocacy, but focuses on recovery rather than prevention.
• Samaritans: Samaritans provides confidential emotional support 24/7 across the UK and Ireland. Comparable as a high-profile UK mental health charity competing for legacies, individual donors, and corporate partnerships, though focused on crisis listening rather than prevention.
• Mental Health First Aid England: Mental Health First Aid England delivers training programmes to improve mental health literacy in workplaces and communities. Co-partner with MHF on the £3m Simplyhealth partnership and competes for the same corporate mental health training and CSR budgets.
• Mind (UK): Mind is the UK's largest mental health charity, providing information, support, and campaigning on mental health. Directly competes with the Mental Health Foundation for donor mindshare, corporate partnerships, and policy influence, though Mind is more treatment/service-focused whereas MHF emphasizes prevention.
• Rethink Mental Illness: Rethink Mental Illness supports people severely affected by mental illness through services, groups, and campaigning. Operates in the same UK mental health nonprofit space as MHF, competing for similar corporate and individual donor pools with overlapping policy and awareness-raising activities.
• SANE: SANE is a UK mental health charity providing emotional support, information, and research for people affected by mental illness. Operates in the same donor and awareness space as MHF, though smaller and more research-oriented in its public profile.
• Mental Health Innovations (Shout): Mental Health Innovations operates Shout, a free 24/7 text-based crisis support service. Co-partner with MHF on the Simplyhealth partnership and a fellow UK mental health charity pursuing innovation-led models, but with a service-delivery focus rather than MHF's prevention orientation.

Emerging players

• Centre for Mental Health: Centre for Mental Health is a UK charity that conducts research and policy analysis to improve mental health support and outcomes. Comparable to MHF's research and policy advocacy function but focuses on treatment-system reform rather than primary prevention messaging.
• Our Time (KidsTime originator): Our Time is the original creator of the KidsTime Workshops model and a strategic co-development partner of MHF. Directly comparable as a small UK charity focused on children of parents with mental illness — a niche where MHF is a delivery partner rather than originator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mentalhealth
• Facebookfacebook.com/mentalhealthfoundation
• LinkedInlinkedin.com/company/mental-health-foundation
• Instagraminstagram.com/mentalhealthfoundation
• Pinterestuk.pinterest.com/ukmentalhealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Mental Health Foundation