Trail magazine launches ‘Mountains for the Mind’ campaign

Bauer Media’s hill walking magazine Trail yesterday launched a major new Mountains for the Mind campaign in association with mental health charity, Mind.

Trail magazine launches ‘Mountains for the Mind’ campaign

‘Mountains for the Mind: mental health – out in the open’ aims to raise awareness of the benefits of being outdoors to those with mental health problems.

According to the publishers:

* One in four people experience mental health problems each year

* One in six of us report mental health problems to our GP every week

* 450 million people worldwide currently experience mental health problems

* Anxiety and depression are the most commonly diagnosed problems

* Every two hours, someone in England and Wales takes their own life

According to experts, a single exposure to nature can promote feelings of wellbeing that last up to 7 hours after returning indoors. In those at a higher risk of depression the effects can last even longer. Spending time outdoors can reduce the risk of depression by 30% and regular exercise can, for some, be a more effective treatment than taking anti-depressants. In addition, being active improves sleep quality, while reducing stress and anxiety levels, say the publishers.

Trail magazine aims to inspire and motivate its readers to be a part of the campaign by challenging themselves – or championing someone else who might benefit – to get out and climb a mountain, any mountain, in 2019…or set a similar, achievable goal.

Those who sign up will be incentivised with offers, engagement opportunities and coverage in the magazine to help them reach their goal as well as celebrating their achievements and helping to cultivate beneficial like-minded social circles.

The campaign has its own website which carries key messages, facts, gear advice, inspiration and stories.

Brands taking part in the campaign include Bridgedale socks, Berghaus (clothing, packs & boots partner) and Ellis Brigham (retail partner).

Mountains for the Mind launches in the March issue of Trail magazine on sale on 24 January and has the support of celebrity ambassadors including mountaineer Sir Chris Bonington who commented: “The importance of Trail’s Mountains for the Mind campaign is that everyone can get into wild country. We are incredibly fortunate in the British Isles with the beauty of our hills and National Parks. It’s a vital therapy that enables you to cope with the challenges of life and get much more out of every part of your life. It broadens your mind. And the effect is universal.”

Commenting on the campaign, Trail editor Oli Reed said: “Mountains for the Mind is a campaign for everyone who loves being outside and understands the calming, healing power of time spent in the mountains. It’s about cutting through the pressures of modern life and reconnecting with nature. We all spend too much time staring at phone screens, computers and TVs, so we want to remind people that just a little bit of adventure can have a hugely positive impact on their mental health.”

Karen Bolton, Head of Community & Events Fundraising at Mind, said: “We are delighted Mind is the charity partner for Trail’s Mountains for the Mind. We know the positive impact physical activity can have on mental wellbeing so this partnership is a natural fit. This partnership will help us to reach a point where anyone with a mental health problem feels able to ask for, and access, the help they need. Money raised will fund our vital work including our Mind Infoline, information and advice services, and our campaigning to secure a better deal for the one in four of us who experience a mental health problem every year.”