McDonald’s Happy Meals are famous. What is less known is the emphasis parents put on children to feel positive all the time. In research, 74% said it is important to stop their children from feeling sad, and almost two-thirds (63%) said they always encourage their children to be happy. Almost half of UK children (48%) feel pressured to always feel happy.

During Mental Health Awareness Week in the UK, May 13-19, McDonald’s wants to take the load of children with an awareness campaign that begins by removing the smiles from its Happy Meals in a collaborative effort by Leo Burnett UK and PR company, Ready10, and in partnership with BBC Children in Need.  

As well as the special Mental Health Week Happy Meal boxes are sheets of stickers showing emotions that children experience, that they can put on the boxes to show how they’re feeling. The boxes are available across the UK in all McDonald’s restaurants during Mental Health Awareness Week, with the stickers available in select locations.

McDonald’s is also working with BBC Children in Need to provide families with access to a hub of resources designed to encourage honest conversations about children’s emotional wellbeing. The hub is available to access via a QR code on the limited-edition Happy Meal boxes, as well as via the McDonald’s website and social media channels.  

Finally, football legend Rio Ferdinand has lent his support, using his own personal parenting experiences to highlight to parents and families the reasons why it is so important to have conversations about emotional wellbeing with their children.