Award-winning agency HG Marketing has launched a new ‘Pay What You Can’ social media initiative, designed to help UK mental health charities access professional marketing support regardless of budget.

As HG Marketing enters its third year in business, the team wanted to mark the milestone by giving back to causes that mean something to them personally and professionally. Working daily with healthcare and wellness brands that make a genuine impact, the agency has seen first-hand how vital communication and visibility are particularly for charities supporting mental health and wellbeing.

Founder Helen Gowar explained:

“We work closely with charities and wellbeing providers who are making an incredible impact, but many struggle to maintain visibility due to limited resources. This initiative is our way of giving back, of supporting those who support others.”

The programme offers flexible access to HG Marketing’s existing packages (Essential, Engage, and Elevate)  with charities able to contribute what they can afford or choose something completely bespoke to suit their budget.

Services include strategic content planning, creative copywriting, and content management, all tailored to each charity’s goals and audience.

This initiative builds on HG Marketing’s ongoing commitment to social impact, following national recognition with the 2025 Award of Excellence for Healthcare and Wellness Marketing. It also reflects the agency’s core ethos: “do good work with nice people.”

While the initiative was designed with mental health charities in mind, HG Marketing is open to extending this support to other healthcare and wellness charities whose missions align with the team’s values.

Organisations interested in learning more can book a free call to discuss eligibility and opportunities for collaboration email Mike, admin@hgmarketingagency.co.uk