McDonald’s is removing the smile on its Happy Meal for Mental Health Awareness Week.

McDonald’s is removing the smile on its Happy Meal for Mental Health Awareness Week. To spark conversations about mental health between children and their families, McDonald’s is launching a special campaign in the U.K. in partnership with the charity BBC Children in Need. The fast-food brand isn’t printing its iconic smile on all Happy Meals boxes for a whole week. Instead, children will be able to customize their box with four stickers representing different feelings, as well as use a QR code to find mental health resources. (Marketing Beat)

📊YPulse data: 78% of young Europeans agree, “I wish more brands would support mental health initiatives as part of their social good efforts”