United Way British Columbia is using morose children’s toys to highlight increasing rates of depression and anxiety among kids.

A new 12-week fundraising campaign aims to bring attention to the issue of child and youth mental well-being, featuring emotional renditions of children’s video game characters, product mascots and toys, like a superhero wiping a tear from his eye, a somber raccoon from a mock cereal brand, or a forlorn unicorn.

The campaign, the first for United Way BC by Rethink, is informed by insights from a recent UNICEF report revealing that one in four Canadian children between the ages of six and 12 struggle with their mental well-being as youth depression and anxiety rates continue to climb.

United Way BC also points out that since 2020, 70% of children and youth in Canada experienced deterioration in at least one area of their mental health. Key campaign messaging is, therefore, urging stakeholders to “help bring the joy back to childhood.”

“Due to new societal and economic pressures, kids are carrying more emotional baggage than ever,” says Michael McKnight, president and CEO of United Way British Columbia. “We must come together to help kids in our local communities access programs that help them with their mental well-being.”

The non-profit’s “School’s Out” programs ensure vulnerable school-aged children in the province have access to safe spaces where they can get the mental wellness and developmental support they need during the critical hours of 3 p.m. to 6 p.m., after school ends but when parents may still be working. According to the organization, waitlists for the program are long and growing as demand for out-of-school time programs far exceeds the current number of spaces available.

The launch of “Help Bring the Joy Back to Childhood” is timed around Canadian Mental Health Awareness Month running throughout May, Children’s Mental Health Week between May 1 and 7, and National Child and Youth Mental Health Day on May 7, which will keep youth wellbeing top of mind throughout the month.

As an extension to the campaign, United Way BC is launching a call to action to popular brand mascots and iconic faces to temporarily alter their mascots this month, whether through their social media icons, their websites, and maybe even their packaging.

It is leading by example with its own mascot: United Way BC’s Seymour the Otter, has a less joyful demeanor to kick off the “Sadscots” initiative.

The media mix includes OOH, 00:20 cinema ads, digital, Instagram, Facebook and YouTube.

This is Rethink’s first campaign with United Way BC. Rethink has also previously done some work for United Way Centraide of Greater Montreal.

The campaign will be running through June, as the school year is about to wrap up and children look ahead to their annual summer break.