Those of you who have one or more pets know how grateful they are for being chosen as furr-ever friends — particularly those who have been rescued from a shelter and provided with a place where they can feel safe and loved. The bond that forms between animals and humans is a genuine one, based on love, devotion, and trust. A pet is a companion for a lifetime and, unlike some humans, their love is not conditioned by social status, material wealth, or physical appearance. They will protect and love their humans unconditionally, even when their owners experience difficult times. This is the case with Lulu, who didn’t abandon David when life hit him hard.
Lulu and David are the protagonists of a new campaign by animal welfare charity Mayhew titled “Care without Judgement.” Developed pro bono by London agency You’re the Goods, the initiative focuses on the powerful bond between a man and his dog, with the charity portraying their connection authentically in a heartwarming video.
The film that brings the duo’s story to life starts with David surrounded by family, friends, and, of course, Lulu. All of them gather around for a picture, but they each disappear from the scene as David gradually reveals the things that went wrong recently. As a result, his friends stopped calling, his relatives disappeared, and his wife left him, taking the kids with her. He lost the house, too. Finding himself living on the streets, it is Lulu who stays by his side, devoted to David and comforting him during his crisis.
The touching campaign complements the charity’s mission to provide vet care and vet supplies, making sure that cats and dogs stay safe, healthy, and together with their human companion during the housing crisis. Commenting on the initiative, Elvira Meucci-Lyons, Chief Executive of Mayhew, said: “Animal welfare comes first, always. We provide practical, non-judgemental support to prevent health and welfare issues before they become emergencies. With the housing crisis pushing more people into instability, that support can help keep pets safe and well, and prevent heartbreaking separations. At Mayhew, we see how powerful the human–animal bond is, especially in times of crisis. Pets offer comfort, companionship, and a reason to keep going. They’re family. This campaign celebrates that bond and reminds us it deserves to be protected — by protecting the animals at the heart of it and supporting the people doing everything they can to keep them.”
Besides the story of Lulu and David, Mayhew has shared the experiences of Roxy and Chris (whose names have been changed for privacy reasons). The duo has been supported by the charity since 2023, with Roxy receiving food, toys, and vet care (including spaying). The two are currently living in a shelter, and are regularly being visited by the organization’s team. Speaking about Mayhew, Chris said, “When I had nothing, I still had Roxy. Mayhew was there for both of us — without them, I don’t know what we’d have done.”
According to the London Councils, homelessness in London has reached record levels, with Mayhew estimating that approximately 45,000 pets are living with people facing a housing crisis. Mayhew is regularly working with the London-based homelessness charity St Mungo’s — an organization that provides pet-friendly services for people experiencing homelessness. Based on a study commissioned by St Mungo’s, 50% of the participants of the report said they found themselves in situations where they had to choose between keeping their pet or a roof above their head. Simultaneously, 86% of the participants said that their animals helped support them while going through difficult times.
CREDITS
Brand: Mayhew
Agency: You’re the Goods
