London McDonald's has temporarily removed the smiley that appears on millions of its Happy Meal boxes in the UK, in a campaign to mark Mental Health Awareness Week, which runs from May 13 to 19.
The goal is to remind kids that it's okay not to be happy all the time, which helps encourage family conversations about emotions and break the stigma around forced happiness.
A survey commissioned by the company revealed that nearly half (48%) of the country's children feel they should be happy all the time, even if they don't feel that way.
McDonald's Mental Health Week Campaign
Along with the limited edition Happy Meal boxes, sticker sheets are being delivered to stores that show a range of emotions that kids experience, allowing them to express their feelings directly on the boxes themselves.
In the campaign film, children talk about the difficulties they face in dealing with their feelings.
The campaign has been developed in partnership with BBC Children in Need. A dedicated hub has been designed to provide families with access to resources to encourage conversations about emotional wellbeing with children.
The center can be accessed via the QR code on limited-edition Happy Meal boxes, as well as through McDonald's website and social media channels.
Survey: Parents want their children to be positive
The survey also found the emphasis parents give their children to feel positive all the time, with 74% of parents saying it's important to prevent their children from feeling sad – which ultimately puts more pressure on them.
Nearly two-thirds (63%) of parents said they always encourage their children to be happy.
Former football star and father of five Rio Ferdinand has joined forces with McDonald's to support the campaign, acting as the narrator for the film.
He draws on his own experiences to show parents and families why it's important to have conversations about emotional well-being with their children.
“I have experienced firsthand with my own children how good communication and encouraging children to express how they are really feeling can build confidence and help manage emotions.”
“Ensuring children are happy is every parent’s top priority, but allowing children to express themselves and giving them the space they need to express themselves when they’re not at their best is just as important,” says Fozia Irfan, BBC Children in Need’s Head of Influence and Impact.
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