Our partnership with M&S

In 2024/25, we raised £2.7 million through our headline corporate partnership with M&S. This is the first full year of our partnership, which launched in October 2023.

So far, M&S customers and colleagues have raised a total of £4.4 million for YoungMinds, helping us reach even more young people struggling with their mental health.

Alongside these incredible fundraising efforts, M&S colleagues have helped raise awareness of our work by promoting YoungMinds in-store, through email and across social media.

This partnership continues to grow and innovate, creating new opportunities for M&S and YoungMinds to make a lasting difference together in 2025/26 and beyond.

M&S fundraising highlights

  • Farmhouse Loaves campaign: During Mental Health Awareness Week, M&S donated 5p from every Farmhouse Loaf sold, raising an incredible £632,000. The campaign will continue throughout 2025/26.
  • The Big Fun-raiser: In June 2024, colleagues in more than 300 stores across the UK took part in fundraising activities, bringing in £348,000 through customer and colleague donations.
  • Hello Yellow till donations: In October 2024, M&S customers donated £291,000 at the till as part of our annual Hello Yellow campaign.
  • Sparks loyalty programme: M&S shoppers raised £616,000 for YoungMinds through the Sparks scheme.
  • Christmas card sales: A further £192,000 came from sales of M&S’s charity Christmas card range.

Hello Yellow 2024

Hello Yellow is our annual, big, bright and very yellow campaign to show children and young people they’re not alone with their mental health. Thousands of schools, communities and companies across the country come together to make World Mental Health Day that little bit brighter by wearing something yellow and donating to support our work.

This year, with the support of our partner M&S, Hello Yellow was our most successful campaign ever! We were blown away by the support of so many people across the country coming together to wear yellow for World Mental Health Day.

Our supporters raised an incredible £383k! We can't thank you enough for all your support.

  • Our schools and supporters raised an incredible £383k!

  • Over 8,300 supporters signed up for the campaign, including 6,956 schools.

  • We gave away 100 buddy benches and 1,877 M&S t-shirts schools.

  • 45,000 Hello Yellow resource downloads were made.

Play Video:

Hello Yellow x M&S Kidswear

As part of the Hello Yellow campaign, M&S launched a bespoke Kidswear collection created in collaboration with viral young artist Joe Whale (AKA The Doodle Boy).

The collection featured Joe’s signature doodles and positive affirmations, encouraging young people to express themselves and celebrate positivity.

All profits from sales – a total of £70,000 – were donated to support our work.

A young Black man grasping hands with an older Black man on the street. They are both smiling.

Thank you for your kindness and support

The difference we make is only possible thanks to the incredible generosity of our supporters and funders. We want to take this opportunity to say a big thank you to everyone who believed in us and helped us through the year.

Your support has meant that we could be there for young people when they needed us most and has given us the platform to be even more ambitious for young people in the coming years.

Read more about our partnerships and funders

Thank you

  • M&S
  • Paul Hamlyn Foundation
  • Prudence Trust
  • The Oak Foundation
  • Garfield Weston Foundation
  • Hollyhock Charitable Foundation
  • First Central
  • Unum
  • The O2
  • JD Foundation
  • Hays Travel
  • Westminster Foundation
  • The National Lottery Community Fund
  • The 3 Ts Charitable Trust
  • Pears Foundation
  • Aim Foundation