Annual report: Mind

The mental health charity's first interactive report uses playful graphs, maps and drawings to give a clear insight into its achieved goals and activities

Mind has published its first interactive, animated online report
Mind has published its first interactive, animated online report

Organisation: Mind
Agency: Carbon Creative
Spend: £4,500

Format and audience

Mind is a national charity that campaigns on behalf of people with mental health problems and provides support and advice.

The national mental health charity's first interactive, animated online report aims to engage a broader audience and to make use of a medium with which many people are now engaging. The online report outlines the main issues on which the charity is currently working.

Design and content

Using playful graphs, maps and drawings, the report gives a clear insight into Mind's achieved goals and activities. The graphics move as the reader scrolls through the report. The colours are bold, including a purple background with blue and yellow. The text is simple and easy to read.

The animated report covers a broad range of successes in which Mind has been involved, ranging from the Mental Health (Discrimination) Act 2013 to the distribution of free leaflets that educate people about mental health issues. Accounts for income and expenditure are given in a simple, clear, circular diagram at the end of the report.

Cost and practicality

The charity wanted to invest in this online report so that the template could be reused for producing annual reports in future years. The new format helped the charity to share the results and impact of its work with an audience of donors, members and campaigners.

Mind says:

"We live in a digital age. Audiences expect and demand online content and expect for it to be immediate, engaging and innovative, so it makes perfect sense for us to apply these principles to our annual report too."

Design: 5
Readability: 4
Content: 3
Transparency: 4
Total: 16 out of 20

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