Biscuits & Cakes How To Biscuit Break Our Story McVitie’s & Mind

McVitie's and Mind are getting the nation talking

What we're doing

We’re on a mission to get the nation talking.

Because a simple chat is a good way to be kind to your mind.

McVitie’s has been starting conversations for decades, which is why we’re partnering with the mental health charity Mind.

Working with them we’ll be facilitating events and activities to encourage conversation and social contact.

We will be supporting Mind in the opening of 8 new Time to Change hubs and the training of 400 champions across the UK.

Because chatting feels good, so let’s do more of it.

Come on. Let’s talk.

Visit Mind Mind, Registered charity number 219830

Our McVitie’s donation will contribute to new Time to Change hubs and champions:

We will be supporting approximately 400 new champions across 8 new hubs in 2019 in; Southampton & Portsmouth, East Essex, Halton, Somerset, Birmingham, Durham, Leicester, Borough of Kingston (London).

  • Delivering a minimum of 16 Hub Events reaching at least 8,000 people face to face.
  • Delivering a minimum of 168 Champion Events reaching at least 11,760 people face to face.
  • Let’s get the nation talking – because a simple chat is a good way to be kind to your mind!


Social experiment

It’s not always easy to talk, because life often gets in the way. Almost one in two of us keep worries and concerns to ourselves but a simple chat is a good way to be kind to your mind. We filmed an experiment to see what would happen when we invited people to sit down and have a proper chat over a cuppa and a biscuit.

Top tips from Mind

1. Ask questions and listen

Asking questions can give the other person the chance to express how they’re feeling and what they’re going through, and it will help you to understand their experience better. Try to ask questions that are open and not leading or judgemental – such as “how does that affect you” or “what does it feel like?”

2. Think about the time & place

Sometimes it’s easier to talk side by side rather than face to face. So, when you talk in person, you might want to chat while you are doing something else, such as over a cuppa and a biscuit, walking, cooking or travelling in the car together. The more typical the setting, the less unusual and uncomfortable the conversation can feel.

3. Be patient

No matter how hard you try, some people might not be ready to talk about what they’re going through. That’s ok – the fact that you’ve tried to talk to them about it may make it easier for them to open up another time.

4. Ask twice

We know that people often say they’re fine when they’re not. So, asking twice is an important way of starting conversations about mental health and letting people know that you really are interested. Even if someone doesn’t feel like talking at that moment, they know you’ll be there to listen when they’re ready.

5. Talk about yourself

If you want someone to open up to you, it can help them feel safe and understood if you share your own feelings. It could be as simple as sharing that you feel down sometimes or sharing something that you’ve been worrying about recently. This will make it clear that you’re happy to talk about feelings and that there won’t be any judgement.

Statistics to be Mindful of:


British adults say they often keep their worries and concerns to themselves.


Almost a third (30%) are too worried about being judged to open up about their worries and concerns.


British adults who live with someone say they are too tired to have meaningful conversations with people they live with.


One in five (19%) adults who live with someone spend 10 minutes or less during a typical weekday having a meaningful conversation at home.


Nearly half (54%) of British adults think families are now less connected emotionally than they were 20 years ago.


Whilst people may struggle to open up, an overwhelming majority (82%) believe that having a meaningful conversation with someone about their worries and concerns is beneficial to their mental wellbeing.


When asked what would make them more likely to talk to someone they live with about their worries or concerns, over a quarter (27%) of people said taking time to sit down for a cup of tea or coffee and a biscuit together more often.


Adults say they would like to feel more connected with people they live with.


Those who would like to feel more connected said they miss quality interaction with the people they live with.


Would like to have more meaningful conversations with them.