The new campaign promotes small steps that New Zealanders can take on the path to recovery from depression and anxiety, and encourages help-seeking by visiting the website.

The small steps shown in the advertisements are examples of activities that people who are experiencing depression and or anxiety may be finding difficult, or might have stopped due to their reduced energy, loss of pleasure or increased anxiety. For example opening up to a friend, going for a walk, planting some veges, reading a book to the kids, listening to the sounds in the bush, and opening the curtains to let the sun in.

The campaign commenced on 20 August and includes three 30 second television advertisements showing a range of small steps as well as digital advertising.

What is the strategy behind the campaign?

The campaign is part of the National Depression Initiative (NDI). 

The NDI is part of the Government’s ongoing commitment to improve the mental health and wellbeing of New Zealanders, providing help and support to New Zealanders experiencing depression or anxiety by encouraging early recognition and help-seeking.

The initiative has evolved since it launched in 2006, with the website updated in 2016 to take a wider view of mental health issues to include anxiety as well as depression, and upgraded to allow access by mobile devices.

The expanded site is responsive to the needs of different groups, especially Māori, Pasifika, deaf people, LGBTI people, men and rural people.  

It includes steps for getting well, information about staying well, places to go for help, advice for people who are supporting others, and new videos of people sharing their stories to inspire others, as well as the website’s self-help tool – The Journal.

What help is offered to people other than the website?

The website is supported by a free and confidential 24/7 helpline 0800 111 757 and text services 4202 (for adults) provided by the National Telehealth Service.

Who is the target audience?

The primary target audience for the campaign is all New Zealanders over 20 years.

When are the ads playing?

Advertising commences 20 August 2017 and runs through to June 2018.

TV flights are in August, October, December and March. Digital advertising will always be on throughout the campaign.

Interested to know more?

Download the below images to share on social media: 

I just went for a walk with a mate
I sat down and opened up a bit
I picked up the guitar again
I enjoyed the peace, I stopped and listened

View the television advertisements: