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The design features the LGBT Foundation logo, their helpline number and the Pride rainbow, supported by in-store POS and digital advertising.
The LGBT Foundation has run for over 45 years, delivering advice, support and information services to lesbian, gay, bisexual and transgender communities.
At a time when pets have shown to have a positive impact on improving mental health, the partnership will “raise awareness, show support, and promote the need for equality”.
Mars said that people identifying as LGBT+ are at higher risk of experiencing poor mental health.
Mars Petcare’s own research has shown that 71% of the LGBT+ community have a pet and over three quarters of LGBT+ owners find their pet helpful for their mental health, while more than half chose to get their pet because they felt lonely or needed companionship.
It said mental health is a rapidly growing crisis in the UK and there is a link between those who are part of the LGBT+ community experiencing mental health problems and owning a pet which is proven to have a positive impact.
Helen Warren-Piper, general manager at Mars Petcare, said: “This is our first brand activation at Mars Petcare that specifically heroes and celebrates both inclusion and diversity.
“We want to do all we can to show our support for the LGBT+ community – not just by providing better education to our associates and promoting inclusion within our own four walls, but also by supporting LGBT+ people externally through our marketing and advertising and the way we communicate to our consumers, many of whom are part of the LGBT+ community.
“According to mentalhealth.org people in the LGBT+ community are more likely to experience problems such as depression, self-harm, alcohol and drug abuse, and suicidal thoughts due to discrimination, homophobia or transphobia, social isolation, rejection, and difficult experiences of coming out.
“This has only been magnified by the isolating lockdowns we have experienced across the last year.”
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