National depression campaign celebrates first year

MENTAL HEALTH FOUNDATION OF NEW ZEALAND
MEDIA RELEASE
12 OCTOBER 2007

National depression campaign celebrates successful first year

The national depression campaign has celebrated a successful first year by collecting a gold award for best not-for-profit advertising campaign 2007 at the New Zealand Advertising Effectiveness Awards, hosted by the Communication Agencies Association (CAANZ) last night in Auckland.

This is the second such award that the depression campaign has picked in a matter of months. In July the campaign was named New Zealand’s best not-for-profit marketing campaign 2007, at the New Zealand Marketing Magazine Awards. Judges were impressed by the way the campaign had taken a hidden issue and succeeded in changing attitudes.

The campaign - launched last year on World Mental Health Day (10 October) by the Honorable Associate Minister of Health Jim Anderton - features TV ads that show former All Black John Kirwan, speaking openly about his experiences of depression.

Candace Bagnall, Senior Portfolio Manager at the Ministry of Health, responsible for the National Depression Initiative says: “We can be very proud of these awards and the many positive achievements of the national depression campaign in its first year. Research tells us that awareness of the signs of depression and the need to support those experiencing depression has increased significantly since the launch of the campaign last year.”

In a recent survey to gauge the success of the depression campaign so far, ninety percent of respondents stated that they were aware of the campaign TV ads. Two-thirds of these people were able to recall key messages from the ads. In particular 38% of people remembered the seek help message, and more than 60% of people have discussed the adverts with someone else.

And the positive impact of the campaign saw a significant increase in people calling the depression support line for help. Support line counsellors are trained to assess callers’ needs, and provide information about services available in that person’s community. At its peak, the depression support line – 0800 111 757 – managed by LifeLine Auckland, received an average of nearly 200 calls a day.

Bryan Wilshire, Chief Executive of LifeLine Auckland says “The number of people calling for help indicates the need for easy access to quality information about depression - to those who need it, when they need it.”

In June, John Kirwan’s involvement in the campaign saw him being appointed Officer of the New Zealand Order of Merit in the Queen’s Birthday Honours, after the Mental Health Foundation nominated him for his services to mental health in both the depression campaign TV ads, and in past Like Minds Like Mine campaign TV ads aimed at reducing discrimination associated with mental illness.

ENDS

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