Tiny campaign, big results.

In March 2023, Scotland’s first youth mental health charity, Tiny Changes, asked us to help launch Make Tiny Changes Month — a 31-day fundraising challenge powered by small actions that make a big difference for young minds. 
 

Our mission? Build a campaign that felt fresh, uplifting, and impossible to scroll past — something their community would want to be part of, and proud to share. 
 

Tiny Changes set us four clear goals: 

• Raise £60k across the full campaign — through social, events, and community fundraising 
• Introduce Make Tiny Changes Month to a wider audience 
• Encourage small, positive actions that support everyday mental health 
• Grow awareness of the Tiny Changes brand and its mission to back young people in Scotland 

Insight

To raise maximum awareness — and hit that £60k target — we focused on engaging both existing and potential supporters of Tiny Changes, aged 20–45. 

Our approach centred on storytelling. We built the content strategy around a series of hero videos that made it easy for people to see how they could get involved, no matter how small the action. 

Facebook and Instagram became our core platforms. With strong reach among Tiny Changes’ 20–45 audience, they were the right spaces to share, connect, and build momentum across the month. 

Solution 

To bring Make Tiny Changes Month to life, we combined clear messaging, thoughtful design, and creative content that met people where they were — online. 

We produced a suite of assets shaped by Tiny Changes’ minimal, modern aesthetic: icons, animations, social content, and a hero video that introduced the campaign and explained how to take part. Throughout the month, we supported this with short-form video cutdowns, each focused on a specific action — from one-off donations to match-funding and mental health inspiration. 
 

With Facebook and Instagram as our main platforms, we rolled out content that was easy to engage with, easy to share, and always aligned to the campaign’s core purpose. 
 

To build even more momentum, we: 

• Designed a bank of Instagram GIFs, viewed nearly 44,000 times 
• Created fundraising tools like bingo cards, spotlight posts, and community stories 
• Delivered a pro-bono digital billboard ad at Glasgow’s St Enoch Centre (footfall: 8k/hour) 
• Partnered with 7 micro-influencers, each genuinely passionate about the cause 
   

Even when plans changed — like the cancellation of an Edinburgh event — we adapted quickly, shifting focus to donation-driving content and ensuring the energy behind the campaign stayed strong. 

Impact 

Make Tiny Changes Month made a meaningful mark. 

Despite working with an entirely organic strategy, we helped Tiny Changes reach more people, raise more awareness, and bring in vital funding to support young mental health across Scotland. 
 

Here’s what we achieved: