When Kelly’s Heroes was founded, it had a powerful mission — to prevent suicide and support mental health through awareness, training, and open conversation. But like many new charities, it lacked the marketing strategy, brand clarity, and communication tools needed to reach wider audiences, secure funding, and build credibility with stakeholders. The challenge was to create a professional, engaging, and emotionally resonant presence from the ground up, with limited resource, but huge potential for impact.

over the last 7 years I’ve led all aspects of marketing and brand development for Kelly’s Heroes since its inception. This has included defining the charity’s purpose, tone of voice, and visual identity; developing campaigns, events, and fundraising communications; and building a consistent, trusted brand across all channels. Currently redesigning the website and creating a marketing plan to deliver on a number of critical projects.  This includes designing sponsorship packs, awareness campaigns like From Rock Bottom: The Journey Back, and other challenges over the years. All of this has been delivered on a voluntary basis, driven by a passion for creating positive change in this critical area.

Over the past eight years, the marketing support I have delivered has been instrumental in growing Kelly’s Heroes into a widely recognised mental health charity. Through consistent branding, strong messaging, and targeted campaigns, I have raised awareness via media coverage, social media growth, and high-profile events.

I have led the promotion of the major fundraising challenges this year Rock Bottom, John O’Groats to Land’s End ride (2020) and the Loneliest Road USA cycle (2022), generating significant public engagement and fundraising success.

Additionally, I have marketed the charity’s mental health training services, helping to raise awareness and create a sustainable income stream. Through these efforts, I have driven measurable growth in recognition, engagement, event participation, and funding, ensuring marketing has played a central role in amplifying Kelly’s Heroes’ mission and impact.

Over the next few months key projects are

New website: with the user in mind, content is very poor and dated at present and not representative of what we do.

Merchandise shop: provider identified and setting up processes and website to order

Corporate sponsorship: to raise funding for the charity 2026

Training delivery: marketing and assets to promote as a key revenue stream for the charity