McDonald’s and BBC Children in Need have debuted blank Happy Meal boxes to encourage children to express their emotions through art and start mental health conversations.
According to research commissioned by McDonald’s, 42% of UK children between the ages of five and ten find it difficult to talk about their feelings with adults, but 73% feel more comfortable discussing their emotions while drawing.
Among their parents, 88% find it easier to talk to kids while they engage in a creative activity, and 47% feel that creativity facilitates open conversations and helps with bonding – yet 19%, or one in five, argue that society is not doing enough to encourage children to open up.
In response, McDonald’s has swapped its red Happy Meal boxes for a limited-edition white design. This ‘draw how you feel’ format serves as a canvas for young consumers to express their feelings in a fun and imaginative way.
The packs will be available across the United Kingdom and the Republic of Ireland until Tuesday 18th November. They are supported by free resources on the McDonald’s Family Hub, which are designed to help families understand and respond to the emotions children experience.
Customers ordering through the McDonald’s App can also choose to donate the cash equivalent of their MyMcDonald’s Rewards points to BBC Children in Need. Alternatively, they can donate on-site at kiosks and tills.
“Our partnership with BBC Children in Need has helped McDonald’s to play a vital role in supporting young people across the UK and Ireland,” said Ben Fox, senior vice president and chief marketing officer at McDonald’s UK & Ireland.
“By launching nearly four million limited-edition Happy Meal boxes, we are able to reach families in-restaurant and at home through McDelivery, as we provide them with the tools to get creative and encourage conversations that support children’s wellbeing.”
“Art and creativity can help to give children an outlet when words aren’t enough,” continued Simon Antrobus, chief executive officer at BBC Children in Need. “At Children in Need, we know that strong, supportive relationships between children and the important people in their lives is critical in easing their worries and supporting their emotional wellbeing.
“But we also know that it is not always straight forward to know where to start with these conversations. We are thrilled to support this campaign which turns a simple Happy Meal box into a fun, family-friendly tool for expression and connection, something every family can use to come together.”
Presenter and singer Kimberley Walsh, who is supporting the campaign, added: “I am proud to be part of this McDonald’s and BBC Children in Need campaign, as art and creativity have always played a big role in my life and now they’re a huge part of my parenting style, too.
“I find my boys are often calmer and more open to chat when they’re drawing. Children experience so many emotions every day, which can often be difficult to describe, so finding new ways for them to express those feelings is really important.”
The move comes after McDonald’s Japan announced that it would pack its Happy Meal toys in FSC-certified paper bags, serve takeaway food in 95% biomass plastic – and, perhaps most notably, replace its paper straws with ‘strawless’ rPET lids.
Packaging Europe’s brand director, Tim Sykes, dived deeper into the consumer response, ranging from concerns about the lid’s practicality to suggestions that plastic straws should still be provided on request.
In other news, Aldi and PANDAS Foundation aim to destigmatize perinatal struggles and connect new parents to support services by printing mental health messaging onto the retailer’s baby wipes packaging. The move comes in light of statistics that three in four parents struggle with their mental health during or after pregnancy, yet only 17% access specialist support.
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