To mark Mental Health Awareness Week, Leo Burnet removed the iconic smile from McDonald’s Happy Meal boxes for the first time ever, to help start a conversation around children’s mental health. New research shows that nearly half of all children feel pressure to be happy, even when they don’t want to be. Over 2.5 million special boxes have been printed and placed in restaurants nationwide, accompanied by stickers representing different emotions, helping children to discuss their feelings. They also created a film, voiced by football legend and father-of-give Rio Ferdinand, which shows the importance of children openly expressing their feelings.