Poignant mental health ads show pets lighting up our lives 'at the end of the tunnel'

[Marshy]

Mayhew Animal Home in London is shedding light on the mental health benefits of pet companionship with Light at the End of the Tunnel. Launched on World Mental Health Day 2024 and developed pro bono by advertising agency McCann Demand and digital artist Justin Metz, the campaign strikingly shows how animals can offer emotional support and help lift spirits in challenging times. It comes in response to a concerning statistic—one in seven adults in the UK are reporting that their mental health is at its lowest point ever.

 

The visuals feature tunnels illuminated by light, symbolizing hope and positivity. The message taps into the common mental health metaphor of “seeing the light at the end of the tunnel” and connects it with the comfort that pets can provide during difficult periods.

 

 

The effort directs onlookers to Mayhew’s TheraPaws program, which brings animal-assisted therapy to care homes, hospitals, and schools. These sessions have shown significant benefits in improving mental and emotional well-being, as evidenced by a YouGov survey revealing that 90% of UK dog owners feel mentally healthier thanks to their pets.

 

 

• https://www.adsoftheworld.com/campaigns/mayhew-provides-light-at-the-end-of-the-tunnel-through-animal-companionship-for-those-facing-mental-health-challenges 
• https://mccanndemand.co.uk/work/light-at-the-end-of-the-tunnel 

 

 

Images: McCann Demand