The challenge

Mind Cymru wanted to make sure their priorities for the next Welsh Government were heard and understood. The manifesto needed to capture something big and important – that mental health touches every part of life in Wales. It needed to get people’s attention, make a serious point and still feel human and hopeful – not like a dry policy document.

Recent research from Public Health Wales (March 2025) found that 36% of people in Wales say their mental health has declined over the past three years and this is why Mind Cymru’s manifesto calls for mental health to be a national priority.

What we did

Ginger and Tall worked closely with the team at Mind Cymru to make sure the design did justice to that message.

Our job was to take a lot of complex information and turn it into something clear, engaging and easy to navigate – without losing any of the emotion or urgency behind it.

We created a clean, confident layout that made the manifesto easy to understand and read – balancing data, policy and personal stories to keep the humanity front and centre.

Good design matters when you’re trying to create change. It helps people connect emotionally, builds trust and makes key messages stick. That was our focus throughout.

Impact

The finished manifesto gave Mind Cymru a strong, professional tool to use in conversations with decision-makers and partners. It feels both authoritative and compassionate. It’s already helped them put mental health at the heart of government thinking in Wales.

“Getting across the right message is key to our influencing work being successful. We found that the work we produced with Ginger & Tall helped us present ourselves and our manifesto calls in a way that was authentic, true to who what we stand for and eye-catching. We would definitely work with them again.” George Watkins, Senior Policy and Campaigns Officer, Mind Cymru.