Mayhew, the animal welfare charity, has unveiled a powerful print and outdoor campaign to highlight the positive effects animals can have on mental health.

Launched for World Mental Health Day, the campaign, created by McCann Demand, addresses the concerning statistic that one in seven UK adults report their mental health as poor or worse than ever.

Inspired by a recent YouGov survey showing that 90% of UK dog owners feel mentally healthier thanks to their pets, McCann developed the campaign to promote Mayhew’s TheraPaws programme, which provides animal-assisted therapy in care homes, hospitals, and SEN schools.

The campaign reimagines the metaphor “light at the end of the tunnel,” to symbolise the hope and positivity that animals can bring to people’s lives.

Digital artist Justin Metz collaborated on the project, creating original designs of tunnels and light, which have been rolled out across social media, digital out-of-home (DOOH) platforms, and through strategic media planning.

Both McCann and Metz offered their services pro bono in support of mental wellbeing and Mayhew’s mission.

Elvira Meucci-Lyons, Mayhew’s Chief Executive, 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.”