Mindapples is a campaign set up to promote better mental health for the nation. As a campaign and program, it is successful because of is simplicity and use of crowd-sourcing to get people thinking about mental health in the same way as diet - little things like 5-a-day that become second nature. It is a brilliant structure, and really refreshing. The use of crowd-sourcing uses the expertise on day-to-day living that we all have and avoids the problems of paternalistic medicine in mental health.
Read the Guardian interview here.