It was about mental health on Friday at Niagara-on-the-Lake’s Cows ice cream shop — 100 per cent.

In an effort to raise awareness about mental health issues and encourage those struggling to reach out for help, Cows Creamery in Old Town teamed up with the Canadian Mental Health Association to hold its second annual Moo Let’s Talk Day fundraising event.

NOTL’s location on Queen Street participated for the first time this year, and CHMA will receive 100 per cent of Friday’s ice cream sales — including tips and donations — said Sherry McIntyre, manager of the branch.

“When I tell people (about the fundraiser), I definitely see a difference. People are tipping more than they normally would, which is nice, knowing that 100 per cent of tips is going to (supporting mental health),” said McIntyre.

Customer Rob Zuk said the fundraiser was a “fantastic idea.”

Last year, the fundraiser was held in memory of 21-year-old Jason Driscoll, who took his own life on May 9, 2017, at his home in Charlottetown, PEI. To honour his memory and raise awareness around mental health, Driscoll’s family got together with Cows Creamery to start the Moo Let’s Talk fundraiser.

This year, the event is held in memoriam of the Meek family of Stratford, Ont., whose daughter took her own life at the age of 17.

McIntyre said the NOTL location raised around $500 by the end of the day.