Andover Mind has launched Light the Lanes, a winter campaign inviting 24 businesses to help raise funds for rural mental health support in Test Valley and North Hampshire.
Each business will sponsor a lantern on a campaign map – a winding country lane leading to a village hall – by raising around £200 through any fundraising activity of their choice.
Andover Mind is asking local businesses to “light the lanes” for rural mental health. (Image: Peter Tappern)
The campaign supports Rural Minds Matter, a new service delivering mental health support directly into villages through one-to-one sessions, courses and group meetings in village halls and community spaces, led by Andover Mind’s wellbeing practitioners.
It aims to reach people before their needs become more serious.
Ed Simpson, chief executive of Andover Mind, said: “Where you live shouldn’t decide whether you can get support for your mental health.
“Too many people in our villages are struggling without help because the journey into town is simply too hard.
“Rural Minds Matter brings that support to them, and Light the Lanes is a wonderful way for local businesses to be part of it.
“Every lantern lit means someone in our community can get help closer to home.”
The campaign is particularly timely as almost a third of residents in Andover Mind’s service area live in rural locations, yet only a quarter of those currently receiving support are from these communities.
Limited public transport, long journeys and travel costs are major barriers to accessing help.
Each participating business will receive a window poster, a dedicated social media feature, their logo on the Andover Mind website and an invitation to the charity’s Christmas fayre.
From December 1 to 8, three lanterns will be illuminated each day until the entire lane glows.
The campaign also coincides with the Big Give Christmas Challenge, the UK’s largest match-funding scheme.
During the same week, online donations to Rural Minds Matter will be doubled, increasing the impact of every contribution.
One in six adults in Hampshire experiences anxiety or depression, with rates in Test Valley and Basingstoke above the county average.
Andover Mind hopes the campaign will not only raise vital funds but also draw attention to the unique challenges faced by rural communities.
Businesses interested in taking part can email andovermind@thelocalmarketingcompany.co.uk.
More information is available at andovermind.org.uk/light-the-lanes-winter-campaign-2026.