A mental health training company has been awarded the Charity Innovation Award and £10,000 at Amazon's Innovation Challenge Prize (ICP) awards ceremony to develop its pioneering work in suicide prevention.

HelloHope is a Community Interest Company founded by Ellie MacDonald, who found inspiration through tragedy after the loss of her father to suicide when she was just four years old.

HelloHope delivers suicide prevention training to businesses, schools, and organisations across the UK.

The organisation’s groundbreaking VR programme will condense traditional multi-day suicide prevention training into an accessible session. Using realistic, interactive scenarios, participants can safely practise recognising warning signs, initiating difficult conversations, and supporting others in crisis, all within a psychologically safe virtual environment.

The award was presented at Amazon’s London headquarters in Shoreditch, during a ceremony which showcased the impact of this year’s AIA programme on local businesses.

HelloHope’s plans for future development and business strategy were strengthened through masterclasses and networking opportunities at the free Amazon Innovation Accelerator event held in Leeds this year.

Ellie MacDonald, Founder and CEO of HelloHope, said: “We're thrilled to receive this recognition from Amazon. Our work is driven by the belief that with the right skills, confidence, and compassion, ordinary people can help save lives. This award will enable us to reach even more communities across the UK and beyond. Thank you, Amazon!”

Alex Sobel, MP for Leeds Central and Headingley added: “Congratulations to Ellie and the HelloHope team on this fantastic recognition through Amazon’s Innovation Accelerator. It’s brilliant to see a Leeds-based organisation leading the way in helping people build confidence and skills through their work. Initiatives like this show the real impact that local entrepreneurs can have in strengthening our communities and supporting economic growth.”

John Boumphrey, UK and Ireland Country Manager for Amazon, praised HelloHope's innovative approach: “HelloHope’s use of cutting-edge technology to address such a critical public health challenge is extremely admirable. At Amazon, we’re proud to support innovation across all areas of life, especially those which directly benefit our community. Well done to our charity award winner Ellie and all of the team at HelloHope.”

The company has also developed the HopeMap, a digital platform showcasing real life suicide interventions from suicide survivors and interveners to help share positive stories of hope and recovery and help combat damaging copycat suicides. With plans to create the VR training in 2026, HelloHope aims use the Innovation Challenge Prize to train thousands more people each year in life-saving intervention techniques.


About the Amazon Innovation Accelerator

The Amazon Innovation Challenge Prize (ICP) is a cornerstone of the Amazon Innovation Accelerator (AIA) 2025 programme. The initiative aims to motivate, celebrate, and fund innovative ideas from small businesses, non-profits, and charitable organisations participating in the AIA programme.

The Amazon Innovation Accelerator provides small and medium businesses with free training on innovation and growth, offering an exclusive insight into how Amazon has scaled its operations in the UK. Central to the programme is Amazon's “working backwards” methodology, which encourages participants to define their innovation from the customer or beneficiary perspective before planning execution.

Amazon is committed to helping UK small businesses grow and create jobs in communities across the country, providing participants with practical learnings to boost growth and productivity.

For more information on the Innovation Challenge Prize or to sign up for the Amazon Innovation Accelerator training programme, contact aia-uk@amazon.com.