National Depression Initiative (NDI): The Journal

This case study demonstrates how the National Depression Initiative (NDI) in New Zealand used an online self-help tool to deliver medically significant improvements in depression sufferers and reduced costs for the Ministry of Health.

National Depression Initiative (NDI): The Journal

Principal author: Carl Sarney, FCB New ZealandContributing authors: Blair Alexander, Brian van den Hurk and Simon Sievert, FCB New Zealand

Case Summary

In 2009 we were briefed to fix a costly problem for New Zealand. Depression is an all-too-common mental condition that is expensive to treat, and in the worst cases, costs people's lives when suicide seems like the only way out.

It's the kind of complex problem that necessitated greater depth than your average public service announcement. We not only created a compelling above the line campaign to keep the...

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