A Gift to our Gardeners: Mindapples Impact Report 2014



This year we’ve grown shoots and leaves as an organisation, gaining public recognition and deepening our conversations about what public mental health means to people and organisations.

We’ve been growing mindapples amongst students, bankers, festivalgoers and funders to reach a cross-section of minds from all around the country, reaching 33,183 people through our training programmes, Moodbug mobile app and ongoing ‘5-a-day for your mind’ campaign for better public mental health.




Together with our clients and partners, we’ve harvested 31,350 applecards this year, planting 165,750 mindapples suggestions in heads across the UK. Young Minds were our biggest gardeners in 2014, using thousands of mindapple cards in their excellent work with young people all around the country.

Mindapples trees have sprung up in hospitals, research centres, trade union branches, investment banks, youth groups, local councils and schools, with universities remaining the most consistent mind-gardeners, followed by employers in financial services and local government.


We’ve trained 2806 people this year on how to manage their minds in healthier and more proactive ways. In ten bit-sized modules, our training cover every aspect of smart, sustainable mental performance, from understanding personality to the secrets of motivation.

We’ve got all sorts of people talking about their minds – from student nurses to senior leaders in investment banks – and delivered training to field leaders in biomedical research, banking, technology, cosmetics, pharmaceuticals and journalism, amongst others.

Handle Pressure was our most popular module this year, helping businesses tackle the rising stress levels in UK workplaces in which mental illness now accounts for 70 million sick days a year.

We’ve had fantastic feedback on our training across a whole range of workplaces:

  • “It really helped me understand when and how I work best” (corporate participant, financial services)
  • “It’s really improved my relationship with my manager, and helped me enjoy my work” (corporate participant, financial services)
  • “It’s like being in a TED talk.” (public sector participant)
  • “Mindapples has sorted out my golf swing!” (corporate participant, financial services)




We’ve seen a growing interest in our work from the public health and policy community this year. Mindapples trees are now being used by Public Health England to promote mental health and wellbeing in local communities, and the UK’s Chief Medical Officer cited Andy, Mindapples’ Head Gardener, in the acknowledgements of her recent report on public mental health. It just goes to show the strides we’re taking towards more open conversations about the health of our minds. Hooray!

Thank you to everyone who’s shared their mindapples with us this year or begun a fresh conversation about healthy minds. Here are a few golden apples we wanted to share:





Mindapples’ first mobile app, Moodbug, was released in June and has been growing in popularity, showing it is possible to use digital tools to create more open conversations about our minds.

Funded by Innovation Labs and designed in workshops with young people, the app aims to be fun and simple to use, and makes it easy to share your moods in more meaningful ways with people you care about. Moodbug was a finalist in the UK App & Mobile Awards 2014.

Download it free for iPhone now at www.moodbug.me.



Our Head Gardener Andy Gibson’s new book, A Mind for Business, will be published by Pearson in February 2015, sharing our training content with general audiences for the first time.

Pearson will be making it their Book of the Month and promoting it across the UK, so look out for it in all good bookshops. Very exciting!

Pre-order your copy now at http://mindap.pl/mindforbusiness.


trainingmindWe’ve launched two pilot training programmes this year, in collaboration with a research team at the University of York, to trial our content with users of mental health services via NSUN, and nursing and social care students at London South Bank University.

Both pilots have shown fantastic initial responses, with the University of York finding statistically significant improvements in participants’ knowledge about mental effectiveness and ability to deal with stress.

Here’s a slice of the feedback we’ve had so far:

  • “It was informative as well as interactive, and I liked that it used scientific studies to illustrate key concepts. I found it inspiring.”
  • “Awesome like a crunchy apple”
  • “I’ve learnt more in the last 90 minutes here than I have in twenty years of therapy and personal development.”


If you believe in what we’re doing, there are a few ways you can help.

  1. Run a mindapples event near you using our trees and toolkits, and spread more positive conversations about public mental health. mindapples.org/shop
  2. Hire us into your organisation to teach your colleagues how to get the best from their minds and promote mentally healthy working. mindapples.org/business
  3. Help us reach more people by funding us to run more campaigns, free events and training programmes for people who need us. mindapples.org/about/project


Thanks for all your support in 2014, and here’s to more growth and healthier minds in 2015.

The Mindapples Gardeners


Love at a distance with Moodbug



“I could never do a long-distance relationship” your sixth form self once stated. Now at university you find yourself planning your weekend activities around your significant other’s visit and hopelessly pining after them whilst watching Netflix in bed after a day of lectures. Well you’re not alone, nearly a third of people who claim they are in long-distance relationships are at university.

With assignments and revision, lectures, socials, living, cleaning and uni life in general, it can be difficult to make time for your beau and let’s face it, those phone calls until 5am aren’t doing your sleep patterns any favours, (yes I’m talking to those of you who get up at one in the afternoon).

With our new app Moodbug you can click a button to ‘nudge’ your lover and the app will ask them how they are feeling. You don’t even have to spend those 10 seconds typing and sending a message, just click the button and the app does the rest. I think we can all agree “How are you feeling?” is much nicer to receive than “U OK? “. When your sweetheart has time they can update their mood and let you know how they are feeling and what’s going on.

And that’s not all, oh no, there’s more. You can send virtual gifts to your beloved, these range from a virtual high-five to virtual cocktail and let me tell you receiving a surprise virtual hug from my better half makes me feel all warm and fuzzy inside even if my train is delayed by two hours and I’m stuck outside in the cold. They say it’s the littlest things that make a big difference and when I see my screen glow with a notification from Moodbug I instantly smile, just knowing the one I love is thinking about me.

Download here -http://moodbug.me/

Phobia of cockroaches ? Serious game could help


Cockroaches; if the mere mention of this word sets your body a quiver and your sweat glands into overdrive then you may have Katsaridaphobia – what the National Geographic calls the fear of cockroaches. But Imagine if you could play a game on your phone that could help you overcome your fear without a living cockroach in site. Tell me more you scream? Well I am about to do just that. Botella et al 2011 wanted to test serious gaming and phobias in their study and created a game named simply “Cockroach Game”.

The term “Serious Game” was first mentioned in 1970 by Clark Abt, obviously Clark didn’t know his Xbox from his PlayStation (because they didn’t exist) however he believed SG shouldn’t be for pure fun but serve an educational purpose. Serious gaming should serve to teach you something useful instead of just letting you mindlessly blast zombies and squealing with delight as your screen is splattered with zombie goo (unless of course there is a zombie apocalypse).

Over recent years there has been increased research into SG and health issues. Boland 2007 combined SG and mobile phones to teach obese children about healthy eating and physical exercise. Since 2007 mobile phone sales have continued to rise and you would be hard pressed now to find someone who doesn’t own one considering there are 6.8 billion mobile phone subscriptions worldwide. Fogg 2007 even stated “mobile phones will soon become the most important platform for changing human behaviour.“ and it looks like he may have been right.

Botella et al 2011 believed that because SG can change behaviour it may be useful to overcome phobias. Although there are a lot of games out there that incorporate fear inducing stimuli if the games are to be used in a clinical setting as part of therapy they need to meet strict conditions and thus Botella et al decided to create their own. The main objective of the game was to help the user to become familiar with the cockroach and so less scared to interact with it.

The Cockroach Game is a puzzle game in which there are two scenarios and two levels of difficulty. Firstly there is the screen option which shows the users different pictures of cockroaches on things such as shoes and hands. Now for the hardcore stuff, the second option is the camera option, this allows the user to see virtual cockroaches on real surfaces like their own hands or clothes. Think you could handle that? To complete the puzzle the user must kill the cockroach after interacting with it (this was a Spanish study and in Spanish culture killing a cockroach is the norm as they are considered dirty). But these are just virtual so no cockroaches were harmed in the making of this game. The user can also increase the size or amount of cockroaches and the new insects will appear in random places on the screen. Once the puzzle is complete the user will get a virtual “trophy”, woohoo.

In the study a 25 year old woman who had a huge fear of cockroaches was given the game to try before having Augmented Reality treatment. The results shows that by using the game the woman’s fear and avoidance of cockroaches reduced and she wanted to use the game during her AR treatment.

So would you play one of these games on your phone? It could be used for spiders, mice, wasps a whole range of phobias and having them so accessible could be extremely helpful.

Changing Minds

Feed your head

Today is World Mental Health Day 2014, a day when people all around the world work to raise awareness of the importance of mental health and preventing mental illness.

For those of us working to popularise mental health though, the focus of World Mental Health Day can be frustratingly negative, dominated by discussions of mental illness and defined more by the differences between us than the things that unite us. We need to talk about the problems, but we have to make the topic relevant for people first.

World Mental Health Day should be a chance to celebrate our minds and discuss what we need as a society. We should be debating the structural issues affecting everyone’s minds – from the stress levels in our workplaces to the facilities in our communities – and asking how our institutions and our society need to change to improve mental health for everyone.

Good mental health is a universal topic, and one of our most basic human needs. Mental health issues cost the UK £105bn per year according to recent Government figures, and affect people from all backgrounds. James Morris MP, Chair of the All Party Parliamentary Group on Mental Health, once told me he believes mental health to be the single biggest policy challenge of the next thirty years. And yet we still have no official public mental health campaign in the UK.

The case for taking care of our minds is obvious though. So how can we tap into our natural desire to be healthy and successful, and use it to put mental health at the heart of our public consciousness?


In 2013, Mindapples and the mental health charity, Mind, conducted a survey of national attitudes and behaviours around our minds. The results showed some surprising trends in public attitudes.

We certainly know our minds are important. 84 per cent of people we surveyed believed their mental health to be as important as their physical health. Yet we seem to do surprisingly little to look after ourselves. Despite saying their mental health is important, 52 per cent of our respondents said they had never thought about it before. We know our minds matter, but turning that into positive actions seems to be more of a struggle.

One problem is that the term ‘mental health’ has become so associated with illness. Many years of campaigning in this have shown us just how entrenched these associations have become. Whilst physical health is something to be proud of having, mental health is often seen as something to be avoided, only relevant for sick people rather than a universal goal. So we have no positive image to move towards, and we struggle to take action. Perhaps this is why 72 per cent of our respondents felt mental health and wellbeing issues were not discussed openly enough in society.

Another problem is that we know so little about our minds. We are bombarded with information about plaque on our teeth, germs on our hands and salt in our food, yet we are taught almost nothing about our minds. We don’t learn the concepts, and we don’t know what’s normal. The result is that our minds can feel shadowy and mysterious, something over which we have little control. So we tune out the messages, ignore our minds and focus on easier things like watching our waistlines or cutting down on sugar, and hope the experts will fix us if something goes wrong.

There is a growing public interest in the mind though, from neuroscience stories in the media to the growth of popular psychology. In fact, 72 per cent of our survey respondents said they would like to know more about looking after their mental health and wellbeing. When it comes to engaging people in thinking more about the health of their minds, we are pushing at an open door.


What we do really does make a difference. When it comes to mental health, we have a huge untapped opportunity to improve the health of our nation.

Basic physiological factors like sleep and hydration can have a big impact, whilst making time for “breathers” and “restorers” in our daily lives can help us maintain our mental wellbeing and prevent problems before they occur. Some Department of Health studies suggest that as much as 50 per cent of mental health issues are preventable. The message is clear: we need to take better care of ourselves.

Too often, though, these issues have got lost in discussions of softer subjects like happiness and wellbeing, making people reluctant to invest and taking the attention away from the basic ingredients of good mental health. We talk about reducing stigma, promoting wellbeing, increasing happiness – and mental health continues to miss out.

Mental health is far too important to be dismissed as a fad or a luxury. It is every bit as essential as watching our diet and washing our hands, and it needs to be treated in those terms. We need to encourage people to look after their minds, minimise the factors that can make people ill, get people help early, and help people recover quickly. As the Chief Medical Officer put it in her recent report, “This is ‘low-hanging fruit’; we must not ignore it, or focus instead on ‘well-being’”.

It’s time for a change. We all have mental health, and looking after our minds is a normal part of having a successful life. So, this World Mental Health Day, let’s work towards a general public understanding of what our minds need to thrive, and ask how we can improve our society to fit the needs of our minds, rather than the other way around.


Here are three things you can do today to promote mental health:

  1. Talk about your mind. That doesn’t just mean talking about problems with your mind: talk about how you are feeling, how the world is affecting you mentally, and what your mind needs to thrive. The more we talk to each other, the more normal it becomes and the more we start to learn about ourselves and each other. Mindapples even has a free iPhone app, Moodbug, to make it easy to share your moods with people you trust. moodbug.me
  2. Learn about your mind. The more we know about something, the more we can do about it and the less daunting it feels. So take time to learn about your mind, from books like Daniel Kahneman’s Thinking, Fast and Slow and Daniel & Jason Freeman’s Use Your Head, and websites like Mindhacks and Farnham Street. Here’s one of our introductory talks on the subject to get you started: http://mindap.pl/mindcognac
  3. Practise your mindapples. Sleep, water, nutrition, exercise and day-to-day general breathers and restorers can help keep your mind fresh and health through the day, so make time for your mind and help others do the same. You can share the 5-a-day for your mind and see what other people do here at mindapples.org

[An edited version of this post has also been published on Huffington Post.]

Fresh from the mind orchard Mindapples present….Moodbug!

app icon copy


Leaving for university can be an emotional cocktail. A blend of excitement and freedom with a large dash of fear and as many a student will know, too many cocktails physical or emotional will leaving you feeling a little worse for wear.
Moodbug is a simple app available for iPhones that lets you share your mood with a personalized list of people from your phone contacts. From your family and friends back home to your new uni roommates you can share how you feel with whomever you choose. So whether you’ve just found a t-shirt stuffed at the bottom of your bag that smells like home and has turned you into a blubbering mess or you got a better mark in that assignment than you were expecting, a quick tap of the fingers and you can share what’s going on and how you feel.
With the whole living on your own/fending for yourself situation life can get more than a little hectic.A phone call or even a text can seem impossible however Moodbug allows you to view your friends and families moods in seconds and keep updated with their lives. It’s like a Facebook for feelings. Moodbug also allows you to send and receive free e-gifts to celebrate those highs and comfort those lows. So when you’ve got a long night of studying ahead receiving an e-hamburger from your mum might be just the thing you need.

The app is available free from the App Store at http://mindap.pl/moodbug

Read more at http://moodbug.me/

Me and my Mindapples

Natalie Heaton from Bupa talks us throughbio_photo the 5-a-day for her mind and why cloud-watching, thinking up stories and fancy dress improve her mental wellbeing

I’ve picked up a pesky cold and my body is craving good nutrition. So as I write this I’m eating some grapes and blueberries. That’s two of the five-a-day we’re all so familiar with. But how is my mind doing? Apart from feeling a bit bunged up and a little sorry for myself, I’m feeling pretty good at the moment. That’s because I took some time to think about my Mindapples; the five things I do on a regular basis that helps me feel okay. The ways we look after our mental wellbeing can sometimes feel less tangible than exercise or nutrition, so it really does help to take a moment to write it down.

1. Write a story

Photo 1_writing

I’m writing a story. I’ve been writing it for some time (ahem). But in a way that’s not the point. Whether I finish it or not (and I really hope I do), I get so much out of spending at least half an hour a day tapping a way and watching the word count clock up. I’m very guilty of procrastinating so I have to set a timer and it inspires me to keep writing till the beeping starts.

I love the creative process: brainstorming, thinking up ideas and details about the lives of other people. I have a desk, that I made with my boyfriend (actually he made most of it) out of a recycled pallet and various bits and bobs. And this is where I write. On my makeshift noticeboard I’ve got five creative postcards that help keep me going. My favourite is from Einstein who says: ‘Imagination is the highest form of research.’

2. Get cosy

Photo 2_cosy

As Autumn beckons, I’ve set up my living room as a haven of cosiness for the approaching dark nights. I don’t just have one blanket on the sofa. I have a basket of blankets ready to hand by the sofa. My favourite is fleecy on one side and furry on the other. When I do something, I like to go the whole hog. There’s nothing cosier than drawing the curtains, lighting some scented candles, putting on my slipper boots and snuggling under a blanket with the piece de resistance: my kindle. I’d rather read a book than watch TV any day.

3. Take a good look around

Photo 3_fountain

I do leave the house regularly, contrary to the above! I walk five miles a day to work and back. It never feels like a chore. In fact, the odd occasion I have got the bus or tube, I arrive at work in a much grouchier mood. Not only does walking boost endorphins (feel-good hormones), I think it’s good for practising being in the present moment too (mindfulness).

A lot of the time it seems like everyone’s just trying to get from A to B. Head down, or looking at a phone. Is the view of the pavement really going to improve your mood? Unless some unfortunate person has dropped a fiver on the ground, I doubt there’s much to be found. So I make it my business to look around, look up and notice things.

There’s always so much to see. A cloud in the sky that looks like a Moomin, the ever-changing architecture at Kings Cross (I especially love the fountains at Granary Square). I might exchange a smile with a stranger, see a window display that I like, or discover a new coffee shop that’s opened – all before 9am!

4. Water the flowers

Photo 4_garden

Like many people living in London, I don’t have a garden. For a long time all I did was lament this unfortunate fact. And then I snapped out of it and decided to make the most of the sliver of space outside my living room window. I got outside (climbed out the window), swept away the leaves and invested in some pot plants. I don’t know all their names and the squirrels do their best to dig them up, but I love opening the curtains in the morning and seeing a new flower that’s bloomed.

And since I carved out a tiny garden, it’s become an urban haven for wildlife! The disused barbeque that we keep meaning to throw out is now a bird bath! I love hearing them splashing around and ruffling their feathers. And even though I have to climb out of the window to get outside, once I’m out there, I feel really calm and relaxed. I didn’t know that watering plants could have such a calming effect. I love the stillness of the evening, the way my thoughts wander or just concentrate on the task in hand.

5. Start a silly conversation on WhatsApp

Phot 5_bestival

My family and my close circle of friends – we’re all spread out across the county. We can’t pop round for a cuppa or go to the cinema spontaneously. It’s often a case of planning months in advance for a weekend when we’re free to meet. So for the times in between, I try my hardest to keep connected with everyone I love. I speak to my mum on my way to work several times a week, a friend and I often start an email conversation at the beginning of the week that takes us the whole way through to the weekend. I love being tagged in a funny quote or a Throwback Thursday picture on Instagram.

One of my favourite evenings this year was when I was at home watching Eurovision. Before it had barely started a group of over 10 of us had connected on WhatsApp and were watching it together, even sending each other photos of our drinks and snacks. It was such a fun evening, despite not being able to be together in person. We’ve recently done it to decide what our fancy dress costumes should be for this year’s Bestival festival. Much silliness ensued (see above!).

Everyone’s got their own mind and their own Mindapples, I hope you’ve enjoyed reading about mine!

Natalie Heaton is a reader, a writer, a bad cook, a loyal friend, and always looking for the secret to contentment. Natalie is a Senior health editor for Bupa UK, with a keen interest in mental wellbeing.

Mindapples at the Secret Garden Party 2014

Wow. What a party. The Secret Garden Party never fails to deliver. The Mindapples team had great fun cavorting around the fairy tale-esque back drop of Huntingdon. We had our Head Gardener, Andy Gibson, dressing up as a fawn (just like Mr Tumnus in the Lion, the Witch and the Wardrobe) and our digital advisor and all round ‘Bad Apple’, Daniel Kolodziej, sporting a rather *ahem* ‘fetching’ pony tail..

But, more importantly the team was able to spread the good word that mental health is a subject that should be openly talked about, whatever the setting. We were lucky enough to ‘plant’ three Mindapples trees across the Secret Garden Party, where our team asked people “What’s the 5-a-day for your mind?”. Much like we look after our bodies by exercising or having 5-a-day of fruit and veg, we ask people to consider and share what they do to look after their mind by jotting them down on our Mindapples cards and hanging them on our tree – as ever the Mindapples tree’s attracted a great deal of attention with 100s of people sharing their 5-a-day!

20140726_171342Secret Garden Party 2014 was also the first stage of our plans for promoting the new Mindapples app, Moodbug. Moodbug is a free app for Apple iOS that allows users to safely share their mood and how they really feel about life’s ups and downs with their close friends, family and even work colleagues. After all, isn’t it easier to look out for one another and effectively communicate if we have an idea of how people are REALLY feeling at any given time? Already, Moodbug has been a success for Mindapples, as we were able to get to the finals for the 2014 App Design Awards, with one of our happy users saying, “I’ve been using Moodbug for a couple of weeks now and I really love it. It’s a simple and friendly way to share and track your moods. I love that it lets you map your moods over time and my favourite part is the lovely little gifts you can give and receive to help a friend who’s feeling bad or celebrate with someone who is feeling good. Moodbug makes me happy. And it’s pretty too”

In order to raise awareness of the significant benefits of understanding how moods work and how important it can be to understand how those who matter to us are feeling, we asked the good folk at the Secret Garden Party to send in a text telling us how they actually feel about the Secret Garden Party. Our personal favourite being, “Like a fairy sparkling and buzzing in the pink frothy tutu of life!”

Once people had texted in, we then randomly selected 3 winners who would win, wait for it.. a haul of ‘Mind Cider!’. Below we can see Bad Apple, Daniel Kolodziej, helping one of the event attendees to pick one of our lucky winners. Thank heavens we cant see his pony tail! :-)

20140727_131816After having such a fun and successful Secret Garden Party, we want to continue spreading the word about positive mental health and also hopefully get even more happy users on our new app, Moodbug. So, please visit the Moodbug website, www.moodbug.me, and even better still, download it and start sharing how you REALLY feel with those that matter to you, today!

Download Moodbug here