Health Promotion Agency: The Journal - Three Years of Changing Behaviour & Saving Lives

Campaign details

Category: Sustained Success
Agency: DraftFCB New Zealand
Client: Health Promotion Agency


In 2010 The Journal was recognised at the New Zealand Effie Awards for outstanding launch results. In 2011, it continued to exceed expectations, and was awarded the Most Effective Campaign that year.

Now three years on from its launch, the National Depression Initiative (NDI) campaign is demonstrating it was truly built to last.

The campaign, which includes the John Kirwan TV Commercial,, and The Journal, has sustained its effectiveness in changing behaviour and saving lives even though the campaign's resources haven't changed in three years. With some careful fine-tuning it is continuing to deliver long-term results.

Key learnings