As Seen on Netflix

Many of us can feel lonely and overwhelmed from time to time. Escaping through our favourite tv shows can help us relax, get some much-needed distraction and help us feel connected to something bigger. In 2024 Mind teamed up with Netflix to deliver As Seen on Netflix - a never-been-done before moment - giving fans the opportunity to own a bit of their favourite shows and to raise awareness and funds for mental health.

The pop-up experiences, in London and Birmingham, featured wardrobe, props and memorabilia from over 30 Netflix shows. Visitors were invited to explore a treasure trove of exclusive items - everything from Heartstopper memorabilia to The Crown’s iconic suits. An online auction added to the buzz, offering unique pieces like Otis’s bike from Sex Education and Lady Whistledown’s papers from Bridgerton, amplifying excitement and increasing engagement across channels – and all sold in aid of Mind. The partnership brought people together, welcoming 2,615 in-store visitors (with fans travelling from as far as California, Oslo and Berlin) to celebrate their love of Netflix shows. Highlights included the immersive Heartstopper set and Mind’s Connection Corner, where visitors could chat to the team from Mind, find out more about mental health support and take a moment of quiet. As Seen on Netflix was a huge success - raising over £50,000 for Mind, achieving 181 pieces of media coverage and 9 million social media impressions - fulfilling our shared goals to connect fans and raise awareness and funds for mental health.