Mayhew Light at the end of the tunnel

To mark World Mental Health Day 2024, Mayhew launched a creative campaign, developed by McCann Demand, in response 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 YouGov survey that found 90% of UK dog owners feel mentally healthier thanks to their pets, this campaign set out to highlight Mayhew’s TheraPaws programme, which offers animal-assisted therapy sessions to improve emotional and mental well-being in care homes, hospitals, SEN schools, and other locations. 

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. 

To develop the creatives, we worked with renowned digital artist Justin Metz to create original designs of tunnels and light, which launched across social media, DOOH platforms, and through strategic media planning and buying. 

Both McCann Demand and Justin Metz contributed their services pro bono, reflecting their shared commitment to mental wellbeing and the agency’s support of Mayhew.