Content warning: This article discusses mental illness and suicide
In 2012, my school friend Anna took her own life. She had struggled with her mental health for many years, but despite loving relationships with her family and friends, felt unable to share her struggles.
Her death forced me to confront an impossible question. We had to find a way to help others like her.
That question became Pai Mind Day. Anna's birthday falls on 10 July. Every year since, we've marked it with action rather than silence. Creating something positive from grief felt essential. Not just for us, but for everyone who's lost someone this way.
What started as a small fundraiser for Mind has grown into something bigger. Anna's family chose Mind because they understood what so many families facing mental health crises need: immediate access to professional support. Not waiting lists or barriers, just help when it's needed most.
We've raised thousands of pounds for Mind. Those funds have specifically paid for first conversations with mental health professionals. They've removed financial barriers to accessing support. Every pound donated means someone gets help sooner.
Since Anna died, the conversation around mental health has shifted. The stigma that kept her silent is weakening. People are talking. Workplaces are listening. The judgement that once surrounded mental illness is being replaced by understanding.
Understanding matters, but access to support saves lives.
Anna's parents, David and Margaret, know this better than anyone. They've channelled their grief into tireless campaigning for better mental health services. When they walked 100 miles along the South Downs Way to raise money for Mind, I joined them for a day. The South Downs was Anna's favourite place. Walking those paths, talking about change, raising funds for the charity that could have helped her, it all felt right.
Margaret said something that stayed with me. Walking and talking together is one of the simplest, most powerful things we can do for our mental wellbeing. The hardest part is often just starting, taking that first step or making that first call.
As a small business, Pai Mind Day exists because of you. Every order you place, every post you share, every product you buy on Anna's special day makes our donations possible. Your support transforms a day of remembrance into a force for change.
Of course, if you'd prefer to donate directly to Mind or another mental health charity, please do. They need and deserve your support.
Money helps, but you can give something that costs nothing. Ten minutes.
Ten minutes to text someone you haven't heard from in a while. Ten minutes to call a friend who's been quiet lately. Ten minutes to ask someone how they're really doing, and then listen to the answer. Or if you're the one struggling, ten minutes to reach out and say you need help.
On Pai Mind Day, I ask you to take those ten minutes. Send the message. Make the call. Have the conversation. You never know when your ten minutes might be the difference between someone suffering in silence and finding the courage to speak.
Anna couldn't talk about her pain. But we can talk about mental health. We can fund support services. We can check on each other. We can make sure no one else feels as alone as she did.
That's why Pai Mind Day exists. Not just to remember Anna, but to create the world she needed. A world where mental health support is accessible, where talking about struggle isn't shameful, and where no one has to face their darkest moments alone.
Join us this Pai Mind Day and help us continue Anna's legacy.
For mental health support and resources, visit Mind or call their Infoline on 0300 123 3393. In crisis, text SHOUT to 85258 for free, confidential support.
Taking care of yourself: Small acts, big impact
Mental wellbeing and physical self-care are deeply connected. The routines that ground us matter. Quality sleep affects both our mental state and our skin health. Managing stress through simple daily practices can make a real difference.
Sometimes self-care is as simple as maintaining routines that make you feel human. A morning skincare ritual. An evening walk. These aren't indulgences. They're anchors in difficult times.
If you're supporting someone through a mental health challenge, remember that practical help often means the most. Dropping off a meal. Walking together. Simply being present without trying to fix everything.
Resources and support
Mind
Website: mind.org.uk
Infoline: 0300 123 3393
Text: 86463
Samaritans
Free 24/7 support
Call: 116 123
Email: jo@samaritans.org
Crisis Text Line
Text SHOUT to 85258
Free, confidential, 24/7
Campaign Against Living Miserably (CALM)
For men struggling with mental health
Call: 0800 58 58 58 (5pm-midnight daily)
Frequently Asked Questions
What is Pai Mind Day and why does it exist?
Pai Mind Day takes place every 10 July to mark the birthday of Pai founder Sarah's school friend Anna, who took her own life in 2012 after years of struggling with her mental health. It began as a way to raise funds for Mind, a mental health charity important to Anna's family, and has since grown into a platform promoting mental health understanding and funding access to support services.
Which charity does Pai Mind Day support?
Pai Mind Day primarily raises funds for Mind, a UK mental health charity. To date, the donations have specifically funded first conversations with mental health experts and helped ensure access to these services for people who need them.
How can I get involved with Pai Mind Day?
There are a few ways to contribute. You can place an order on Pai Mind Day (your purchases make donations possible), share the campaign on social media, or donate directly to Mind or other mental health charities listed on Pai's site. Sarah also asks everyone to take just 10 minutes to check in on someone they love, whether by message, card, or phone call.
What inspired the 'walking and talking' message behind Pai Mind Day?
On the 10th anniversary of Anna's passing, Sarah joined Anna's parents David and Margaret on part of their 100-mile walk along the South Downs Way to raise money for Mind. Anna's mother shared that walking and talking is something small but powerful we can do every day for our mental wellbeing, and that often starting is the hardest part.
Where can I find mental health support if I'm struggling?
You can visit Mind's website or call their Infoline on 0300 123 3393 for mental health support and resources. Pai also links to a list of other excellent charities on their site if you'd like to explore additional options.
