Smiling Mind

Building on a mass meditation event during Mental Health Month, Communications Collective was able to enhance Smiling Mind’s profile, drive app downloads and create a positive public perception of mindfulness meditation through a targeted PR campaign.


Smiling Mind approached Communications Collective (CC) to develop an integrated communications strategy to drive its annual awareness campaign. The focus of the campaign was to build Smiling Mind’s profile, drive app downloads and enhance positive public perception of mindfulness meditation.

Smiling Mind’s wish was to grow its presence in the education and business sectors as well as with the general public.


Working in collaboration with M&C Saatchi, OMD and Hatch Media, CC developed an integrated communications strategy to drive Smiling Mind’s annual awareness campaign.

Recognizing Mental Health Month as a key target, the campaign launched with a mass meditation event. This was backed by a targeted social media and influencer campaign that drove awareness of the mindfulness meditation movement and increased social media following.

A targeted PR campaign across Smiling Mind’s annual awareness campaign, education program and workplace program, lead to 36 pieces of coverage across this period.


The communications strategy resulted in Smiling Mind receiving 36 pieces of coverage across key media targets.

The strategy facilitated growth across key business categories. Following the campaign, Smiling Mind experienced significant growth across its app downloads, website visits and social media following. The social media campaign, shared by 15 influencers, reached an aggregate audience of 305,189.

Services provided:

Brand positioning
Media relations
Stakeholder engagement
Project marketing
Social media management
Event management
Content marketing