“There’s light at the end of the tunnel” instils hope in anyone who is struggling. McCann Demand and UK animal welfare charity, Mayhew, have made it more than just words. Their campaign features an animal light at the end of the tunnel, reminding people of the positive impact animals can have on mental health.

The print and OOH campaign, that launched for World Mental Health Day, responds to the statistic that one in seven adults in the UK report their mental health as poor or the worst it has ever been and that 90% of UK dog owners say they feel mentally healthier thanks to their pets.

The McCann Demand campaign, created with digital artists, Justin Metz, highlights Mayhew’s TheraPaws programme, that offers animal-assisted therapy sessions to improve emotional and mental well-being in care homes, hospitals and SEN schools. The campaign is running across social media, DOOH platforms.

Both McCann and Justin Metz contributed their services pro bono.

Jon Elsom, group executive creative director at McCann, stated, “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.”

Credits:
Client: Mayhew
Communications Manager: Phoebe Robertson

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

Production: Justin Metz