London, UK, January 2025- With screen time among 16–24-year-olds increasing by 76% since the pandemic the RSPCA, in collaboration with Brand X, are excited to announce the launch an innovative puppy yoga campaign to help Londoners reconnect with real life experiences. “Paws and Pose” is a series of pop-up yoga sessions held in iconic outdoor locations across London ranging from Hyde Park to Primrose Hill, featuring adoptable, cute puppies from the RSPCA. The campaign itself aims to reduce the stress and anxiety of Gen Z, encouraging participants to unplug from their screens.
In the era where the digital dominates daily life, young people are struggling with loneliness, stress, and anxiety at unprecedented levels. Research from the National Institutes of Health show that in a 2022 survey of 1,055 more than 2 out of 5 had a diagnosed mental health condition. Animal assisted activities such as puppy yoga have been shown to reduce stress levels, lower blood pressure and boost oxytocin. The RSPCA and brand X are using this trend to show how the combination of nature and animals can have a transformative effect.
This collaboration offers a fresh way for Gen Z to step away from their screens and embrace real-life experiences combining the healing power of yoga with the joy puppies. However, this campaign is not just about wellness, its about raising awareness for animal adoption. With thousands of animals in need of homes the RSPCA hopes that “Paws and Pose” will be able to encourage more young people to consider adopting and rescue pets.
Catherine Peerless, head of media at RSPCA, said,
“We are excited to partner with Brand X to bring meaningful initiative to life. “Paws and Pose” is more than just a wellness event, its about promoting animal welfare and giving young people a chance to experience the comfort that animals can bring. We hope that this inspires Londoners to reconnect with nature and make a positive impact on the lives of rescue animals”.
With the popularity of puppy yoga skyrocketing in recent years, combining mindfulness practices with the emotional uplift of interacting with animals. Recent studies have shown that animal assisted therapy can help reduce stress hormones, improve mental health, and increase feelings of connection and empathy. This By partnering with the RSPCA, “Paws and Pose” goes beyond wellness to support a critical cause that is finding homes for animals in need.
The pop-up events will take place in various outdoor locations across London offering participants a chance to practice yoga outdoors connect with like minded people and experience the therapeutic benefits of animal interactions. Events will be shared across social media platforms such as instagram and TikTok, encouraging attendees to spread awareness and support to the RSPCA’s adoption efforts.
Visit the Royal Society for the Prevention of Cruelty to Animals (RSPCA) for more information on how you can get involved