To mark World Mental Health Day, McCann developed a poignant print and outdoor campaign for Mayhew, the animal welfare charity to raise awareness of the positive impact animals can have on mental health.
The creative concept cleverly adapts the phrase “light at the end of the tunnel,” a common metaphor in mental health discussions, to evoke the hope and positivity that can come from spending time with animals.
McCann Demand developed the campaign to spotlight Mayhew’s ‘TheraPaws’ programme, funded by the Pets Foundation, which provides animal-assisted therapy sessions aimed at enhancing emotional and mental well-being in care homes, hospitals, and SEN schools.
Responding to the alarming statistic that one in seven adults in the UK report their mental health as poor or the worst it has ever been, the campaign’s hope for animals to provide light in the darkness comes from Mayhew’s TheraPaws’ success in supporting people, and a recent YouGov survey that found 90% of UK dog owners feel mentally healthier thanks to their pets.
Collaborating with renowned digital artist Justin Metz, the project features original designs of tunnels and light, which have been launched across social media, DOOH platforms, and through strategic media planning and buying. Both McCann and Justin Metz contributed their services pro bono, reflecting their shared commitment to mental wellbeing and the agency’s support of Mayhew.
Elvira Meucci-Lyons, Chief Executive at Mayhew said: “At Mayhew, we envision a society that recognises the crucial role of animal welfare in supporting our mental well-being. With this new campaign, we seek to raise awareness of these important issues while continuing our commitment to the community through free veterinary care and initiatives that help to keep pets and people together.”
Jon Elsom, Group Executive Creative Director at McCann, added: “There’s nothing worse in life than finding yourself in a place from which you can see no way out. This campaign is a stunningly simple, impactful visualisation of the hope that Mayhew can offer people with the help of a welcome and furry friend.”
The campaign has garnered industry-wide recognition, including being featured in leading marketing publications and named as ‘Ad of the Day,’ while also gaining significant traction across social media platforms.
