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The connection between pets and improved mental health is well documented, making this a moment that felt natural and important for Rover to be part of. But simply acknowledging the cause wouldn’t be enough. The challenge lay in finding a way to tell a purposeful story that not only stood out in a crowded awareness moment, but also genuinely reflected Rover’s commitment to the issue, ensuring it felt thoughtful and heartfelt, rather than opportunistic.
To bridge this gap, we needed more than messaging - we needed a real-world experience that embodied Rover’s purpose and connected with a broader audience.
So, we created a way for people to feel the benefits of canine companionship, no dog required. In partnership with Mental Health Mates, we hosted a series of inclusive, dog-friendly walks across the UK: welcoming spaces where people could connect, talk, and experience the therapeutic lift of being around dogs.
Alongside this, we commissioned national research to explore how dogs emotionally support people – from easing anxiety to helping with grief and loneliness. These emotionally rich insights gave media compelling, data-driven storytelling angles.
To front the campaign, we partnered with broadcaster and mental health advocate Chris Packham. His openness about depression and recovery brought authenticity and depth, turning him into the campaign’s emotional anchor across interviews, imagery, and social content.
By combining talent-led storytelling, community-led experiences, and meaningful data, we created a campaign that stood out during Mental Health Awareness Week – reaching new audiences and delivering a message that was timely, inclusive, and deeply human.
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