90% of UK dog owners feel mentally healthier thanks to their pets.

On World Mental Health Day (10 October 2024), we launched a poignant print and outdoor campaign designed to raise awareness of the positive impact animals can have on mental health.

The campaign, developed by McCann Demand, responds 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.

Building on a recent YouGov survey that found 90% of UK dog owners feel mentally healthier thanks to their pets, McCann designed this campaign to highlight our TheraPaws programme, which offers animal-assisted therapy sessions to improve emotional and mental well-being in care homes, hospitals and SEN schools. Our TheraPaws programme is kindly funded by Pets Foundation.

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.

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.

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.”

Mayhew:
Communications & Campaigns Manager: Phoebe Robertson
Head of Engagement: Olivia Patt

McCann Demand:
Chief Creative Officer: Vince McSweeney
Group Executive Creative Director: Jon Elsom
Senior Art Director: Fred Corazza
Senior Copywriter: Alex Smith
Senior Designer: Gabriel Saccol
Group Managing Director: Chris Falconer
Head of Operations: Stephen Mallinson
Business Director: Claudine Gueriaux
Senior Artworker: Ron Rutgers
Senior Marketing Executive: Molly Thynne

Production:
Digital Artist: Justin Metz