US EditionLearning from global mental health ads
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Learning from global mental health ads
What does a Happy Meal without a smile say? In 2023, McDonald’s UK launched The Meal, a mental health campaign that removed the iconic smile from millions of Happy Meal boxes. No dramatic visuals. No grand tagline. Just one powerful message: it’s okay not to feel happy all the time. Especially for children. For a brand built around joy, this move felt honest and deeply unsettling. It used branding itself as the message, not a distraction from it…
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