Cat treat brand Dreamies has renewed its partnership with LGBT Foundation for a second year, featuring the charity’s helpline number on seven million packs during Pride month, as well as the LGBT Foundation logo and Pride rainbow.
Mars Petcare is supporting the partnership with in-store and PR activities, along with digital advertising.
LGBT Foundation has delivered advice, support and information services to lesbian, gay, bisexual and trans communities for over 45 years. In 2021, the charity saw a 32% increase in the total number of emails and phone calls received by its helpline during the campaign, against the same period in 2019.
The renewed partnership comes at a time when independent research has found that 78% of LGBTQ+ adults have experienced feelings of anxiety, with 69% admitting that this left them feeling lonely. It also found that 52% of LGBTQ+ adults said that talking openly to their pet without fear of judgement would help their mental health.
Kay Brown, European Brand Director at Mars Petcare, commented: “We are proud to be continuing our partnership with LGBT Foundation for a second year running. Together, we hope to provide the LGBTQ+ community with a source of vital care and support to help protect the mental health of those struggling.
“While support can come in many forms, from friends, family and even felines, we hope that by promoting inclusion and diversity through our brand, we can encourage others to open up about mental health and ‘Talk with Pride’.”
