Animal welfare charity Mayhew has launched a poignant omnichannel campaign to raise greater awareness of how our animal friends can provide a serious boost to our mental health.

Unveiled in conjunction with World Mental Health Day, the work is informed by the alarming statistic that as many as one in seven UK adults report their mental health as poor or the worst it has ever been.

Devised in partnership with creative agency McCann Demand, the campaign is built off the insight provided by a recent YouGov poll that found 90% of UK dog owners feel mentally healthier thanks to their pets.

The creative itself highlights the charity’s ‘TheraPaws’ programme, which offers animal-assisted therapy sessions to improve emotional and mental well-being in care homes, hospitals and SEN schools.

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“At Mayhew, we envision a society that recognises the crucial role of animal welfare in supporting our mental well-being,” Mayhew CEO, Elvira Meucci-Lyons said.

“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.”

Sown together by its ‘light at the end of the tunnel’ narrative, the campaign will run across social media and digital out-of-home. McCann Demand’s involvement was pro-bono, reflecting its commitment to mental wellbeing. The artwork was designed by Justin Metz, who also worked on a pro-bono basis.

McCann Demand group ECD, Jon Elsom 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.”